Retail design case study for adidas X Sports Direct
When Sports Direct unveiled its largest and most ambitious project to date, the 65,000sq ft Liverpool flagship, a £25M+ investment creating a totally new flagship retail identity, it was a seismic event in UK retail.
As a trusted, long-standing partner, D4R was there to support adidas’s massive presence, assisting with launch activations, window displays, and the delivery of this high-impact, temporary in-store experiential activation.
The brief from adidas was timely and ambitious: to leverage their No. 1 status in global football, the return of the Liverpool FC partnership, and the excitement around the 2026 World Cup. The objective was to utilise a new, dedicated activation and launch zone within the new Liverpool Sports Direct flagship to demonstrate, beyond doubt, that adidas is the undisputed leader in football.
Crucially, the concept had to incorporate interactive consumer engagement elements to increase dwell time and offer product trial opportunities for footwear, footballs and drive in-store purchases of adidas products.
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