Transforming Sports Direct’s In Store Experience with a Unified Mannequin Design

Sports Direct sought out MCMC Displays to address a key challenge: designing a unified mannequin that could be rolled out across all of their stores. At the time, Sports Direct’s in-store visual merchandising featured various mannequins for different brands, leading to a disjointed, chaotic appearance. The lack of cohesion was detracting from the shopping experience, and the brand needed a visual upgrade to create a more polished and premium atmosphere.

The Goal: Creating a Premium, Consistent Visual Identity

Sports Direct had a clear goal in mind: they wanted to elevate their in-store environment to a more premium, cohesive standard. By designing a unified mannequin for all their retail spaces, the aim was to create a polished, streamlined visual experience that would signal a higher level of professionalism and consistency across the board. This move was designed to enhance the customer experience and position the brand as a more premium retailer.

Collaboration with Nike and the Sports Direct (Frasers Group) Design Teams

 Working alongside Nike and Sports Direct’s internal design team—now operating as Frasers Group—we embarked on the project to develop a single mannequin design that could be used consistently across all stores. The mannequin needed to represent the diverse range of sports apparel and equipment that Sports Direct offers, while also maintaining a strong, athletic aesthetic that would resonate with the brand’s core identity.

The Design Process: Sculpting a Mannequin That Exudes Strength and Style

At MC Displays, we focused on creating a mannequin that encapsulated the dynamic, athletic figure typical of Sports Direct’s target market. We worked diligently on the sculpting process to ensure the final mannequin design was not only sleek and modern but also embodied qualities of strength, fitness, and style. These attributes aligned perfectly with Sports Direct’s brand values.

After a series of design iterations and feedback from both Nike and the Frasers Group team, we finalized the design. The resulting mannequin was a sleek, athletic figure that unified Sports Direct’s visual identity, replacing the previous cluttered display with a more premium, cohesive look.

Rolling Out the Mannequins Across the UK and Beyond

With the design finalized, we began rolling out the mannequins across Sports Direct’s stores in the UK and internationally. The new unified mannequin created a more organized, professional, and cohesive shopping environment, significantly enhancing the brand’s in-store presentation. The transformation allowed Sports Direct to position itself as a more premium sports retailer, offering customers a refined, elevated experience from the moment they walked through the doors.

Conclusion

Our collaboration with Sports Direct (now Frasers Group) demonstrated the importance of visual consistency in retail branding. By designing and implementing a unified mannequin across all their stores, we helped elevate Sports Direct’s image, transforming their in-store experience into one that reflected a more premium, cohesive brand identity. At MCMC Displays, we are proud to partner with industry-leading brands to create impactful, visually stunning merchandising solutions that truly enhance the shopping experience.