

TheChallenge
Sports Direct set out to become the most authentic and commercially credible running destination in performance retail. Our brief was to reimagine the Running department to reflect this ambition, creating a best-in-class experience that could engage beginners and serious runners alike.

TheSolution
We partnered with industry experts to redefine the category from the ground up. Instead of organising by brand, we designed a customer-first layout that supports shopping by end use helping runners find the right product based on their goals and needs. We introduced a bold new category identity alongside intuitive, digital tools, educational content, and an in-store gait analysis zone. The space empowers self-service and encourages confidence at every level of the journey.

TheOutcome
The new Running department puts the consumer in control. Brands take a back seat as unbiased guidance, education, and fit precision come to the fore. The concept has attracted new performance brands and is already being recognised as a benchmark in the category. It’s now being scaled across Sports Direct’s new and existing stores: setting a new standard for what running retail can be.
















