Sport 2000

Retail Design

Designing an international retail design concept for Sport 2000, showcasing multiple sports and brands. One strategy and concept, with localised executions and activations.

Retail

Strategy

Design

The Game Plan

The inspiration behind the retail design concept of the new Sport 2000 multi-sport, multi-brand environment came from our newly created brand positioning for the sports brand as ‘Home of Experts’. To bring this positioning to life, our strategy and game plan was to design Sport 2000 it’s own physical sporting home, inspired by real sporting stadiums and architecture.

Just like any world class sporting arena, we gave our concept total flexibility allowing the space to change overtime with absolute ease.

A Friendly Welcome

At the start of every Sport 2000 store journey is a friendly ‘hello’ and capture of what in-store events to expect that day / week. A crucial part of our strategic thinking was about how to connect with customers on a deeper level. By understanding what our sports fans are interested in at local level, we can tailor each store to house a unique set of activations and events, increasing dwell time and giving shoppers multiple reasons to keep returning to store.

Total Flexibility

Across key zones, we wanted all customers to feel like an athlete or that they were going to dive into a new sport. By creating a fluid and scaleable concept, we arranged in-store fixtures and furniture to create a heightened sense of arrival through replicating tunnels and sporting stadia walkways. Deeper within the store concept, customers will find zones for testing products, browsing the up-to-date ranges, or even taking time out to sit & relax whilst listing to a talk or chatting with our store staff ‘experts’.

The Central Hub

As the ‘Home of Experts’, we have placed the Sport 2000 staff right at the heart of the store concept. The central hub is the heartbeat of the store and is the place to buy / click & collect, arrive for a one-to-one consultation, and has easy links to changing facilities, promo stories and product personalisation.

Pop Ups

Throughout various store formats, customers will find semi-private spaces for one-to-one consultations with store staff within custom-designed pop-up zones. Whether you’re getting into a certain sport, recovering form injury or looking for advice to shave a few seconds off your PB, our pop-up zones are a space where customers and store staff experts can talk and discover the most appropriate products & services to help elevate your own sporting journey.

Movement & Activity

Sport is all about energy, movement and creative expression.
We designed a range of pods in-store to encourage customers to test and try out products – focusing on running, team sports and training as key themes.
These spaces can be used by customers in isolation, or with the help of a store staff expert – with the option of introducing gamification through trials and staff challenges, – again, another reason to keep our customers coming back to store.

Store Formats

The store concept has been designed to easily adapt to various store formats from 250sqm, 600sqm and 1500sqm…

The store concept features adaptable furniture and modular floor space, enabling effortless reconfiguration to accommodate various needs. Merchandising zones transform into intimate, curated environments for exclusive after-hours events, private shopping experiences, or even community-driven activities such as exercise classes. This flexibility not only optimises the store layout for daily retail use but also creates a versatile venue for brand engagement and unique customer experiences.

Installations

Our retail design concept for Sport 2000 is now expanding across Europe and Africa, reaching vibrant markets like Mauritius. Each store presents unique challenges with space, shape, and layout, and our adaptable retail design concept ensures a cohesive global identity. At the same time, we incorporate localised touches to create tailored experiences that resonate with each community and enhance customer connection at a local level.