Adidas

United Kingdom

25.87 sqm

Total LED Coverage

1.9mm

COB LED Pixel Pitch

100%

Managed Service

7

In-Store Category Zones

Overview

A brand-within-a-store brief demands more than screens.

Adidas needed a retail presence inside Sports Direct that could hold its own, a dedicated space capable of delivering the same quality of brand storytelling and campaign visibility as a standalone Adidas store, within a multi-brand retail setting.

Working alongside Adidas and retail design agency Design4Retail, IUF delivered a premium COB LED installation covering 25.87sqm across seven category areas: men’s and women’s footwear, men’s and women’s apparel, junior footwear, junior boys’ apparel, and football footwear and apparel.

The installation uses 1.9mm pixel pitch COB (Chip on Board) LED panels throughout. COB technology includes a protective film that reduces long-term diode damage, lowering maintenance frequency and extending panel lifespan in a high-traffic retail environment. The entire solution is delivered as a 100% managed service by IUF.

The result is a coherent, high-impact Adidas zone that supports category navigation, reinforces brand identity, and delivers campaign content consistently across every area of the space.

Journey & Experience

Seven category zones. One brand environment.

Each zone has its own display format, calibrated to its function and footfall:

Men’s and women’s footwear – floor-to-ceiling, double-sided LED panels for maximum impact at the store’s highest-consideration browsing points
Men’s and women’s apparel – larger format screens for campaign delivery and seasonal brand content
Junior footwear and boys’ apparel – category-specific displays maintaining brand consistency across the junior range
Football footwear and apparel – portrait displays for brand logos and category messaging

Panel sizes range from 1,000 x 250mm up to 1,012.5 x 3,600mm. Consistent 1.9mm pixel pitch across every format keeps the space visually cohesive, regardless of scale.

Technology Architecture

A single LED specification across 25.87sqm, delivering consistent visual quality at close-proximity retail distances throughout.

Core Infrastructure

IUF manages all infrastructure, maintenance, and performance across the Adidas LED estate as a 100% managed service

Hardware Ecosystem

1.9mm COB LED panels – bespoke format mix, panel sizes from 1,000 x 250mm to 1,012.5 x 3,600mm, 25.87sqm total coverage
Protective film construction – reduces long-term diode damage and maintenance requirements in a high-traffic environment
Floor-to-ceiling double-sided panels – men’s and footwear zones
Portrait format displays – football zone
Large-format campaign screens – apparel and footwear zones

Support Model

IUF retains full ownership of infrastructure, hardware performance, and ongoing maintenance
No operational burden on Adidas or Sports Direct, both teams free to focus on product and campaign

Implementation

Built in partnership. Installed without downtime.

Phase 1 – Design & Specification

Panel sizes, formats, and zone positions were agreed with Adidas and Design4Retail before any installation began
The COB LED specification was confirmed for each zone, taking into account screen size, brightness levels, and the demands of a busy retail environment
A detailed installation plan was put in place to ensure the work could be completed without disrupting trading

Phase 2 – Installation

No on-site WiFi or mobile signal, fully offline system design
Road closure logistics requiring a pre-rented local base
Real-time chip-to-LED triggering built and deployed as new technology

Phase 3 – Managed Service Handover

On go-live, IUF took on full responsibility for the infrastructure and performance of the LED estate
Campaign content was loaded across all zones and checked for accuracy and brand alignment
Ongoing content updates and hardware maintenance are managed by IUF as a continuous service, with no action required from Adidas or Sports Direct