Summer of sport: Retail round-up

The Olympic Games, the Paralympics, Wimbledon and the Euros are bringing a packed calendar of competition to stadiums and screens around the world, and retailers are taking the opportunity to attract customers into stores with sport-themed initiatives.

While footfall retail spend has suffered this year due to a combination of inflation, price hikes and wet weather (at least here in the UK), the sporting excitement is providing retailers with some cause for celebration. A 2024 survey by KPMG found that 7% of consumers said they had bought a new TV, mobile phone or tablet to better enjoy the action on screen, and that they planned to make home, garden and food purchases related to them enjoying the sporting events.

With so much talent on display, consumers are feeling inspired to get involved and maybe even have a go themselves, opening up opportunities for retailers to indulge them in-stores. Whether it’s buying a new piece of kit, enjoying a day out with family and friends or having the opportunity to try a new activity, retailers are finding ways to interact with the sporting calendar while staying true to their brand DNA.

Getting involved as a retailer doesn’t have to involve expensive official sponsorship deals – appealing to people’s desire for movement and excitement with immersive sport-themed activities and offers is a great way to boost engagement and grow footfall.

Here we’ve rounded up some of our favourite retail initiatives from the summer of sport.

Selfridges Sportopia

Selfridges is pulling out all the stops for its Sportopia initiative this summer at its locations in London, Manchester and Birmingham, presenting a host of activities, collaborations and spectacular pop-ups.

Foot Locker ramps up phygital activations

The footwear retailer has announced a series of ten immersive AR activations in Paris to be held during the Olympics.

Decathlon leans into circular strategy

Ahead of the Olympics, Decathlon has expanded its buyback service to include a wider variety of sporting equipment.

The Dior Spa Cruise arrives in Paris

The luxury brand will return with its Dior Spa Cruise concept, offering a luxurious retreat from the sporting excitement taking place on shore.

NikeTown’s Mad Brilliance pop-up

Nike went all-in on hot pink for its ‘Mad Brilliance’ London pop-up store ahead of the UEFA European Football Championships 2024.

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