Liberation were appointed by JJB Sports to transform and reposition the JJB brand, delivered via a new retail concept in only nine weeks. Additional challenges were to increase linear footprint by 20%, like for like sales by 25% and uplift average basket spend.
Liberation’s strategic approach was to transform JJB into “the authentic sports retailer”, creating a unique market position, retail environment and brand language. Entering the store via the “players tunnel” customers cross the start line and are instantly immersed in sports and sounds. The overall look and feel is a nod to the old school sports hall whilst the stadium-style running track takes the customer through the key departments and brand moments of truth such as The Asics Running Lab, Try Out zones, Fitness Class Area, Community Wall and delivers Multichannel retailing.