SPORTS DIRECT
AUSTRALIAN OPENING
Sports Direct
Agency:
Seeker Agency
Pitch concept & execution
3D visualisation & renders
Custom build
Wayfinding
Graphic & print design
Merchandise production
Sports Direct made its Melbourne debut, and the fans came ready. A custom built fan activation, branded moments, a social-first strategy and an appearance from Collingwood star Nick Daicos turned a store launch into a full-blown cultural moment. The queue started hours before the doors did.
Creative direction spanned pitch to production execution, in close collaboration with the client and Seeker Agency. This covered working out game mechanics, producing the custom built fan zone, designing printed graphics and wayfinding, and producing tactile stationery.