Liverpool, UK
1st
Touch LED Floor in Europe
1.9mm
Pixel Pitch LED Wall
100+
Plays per Week
2.4″
Touch LED Tile Size
Overview
No one had built a touch-sensitive LED floor for retail in Europe.
Under Armour came to IUF with an ambition to create a genuinely new kind of in-store experience: one that put performance, competition, and brand immersion at the centre of the retail visit. The brief was to bring Under Armour’s world of athletic performance to life inside a Sports Direct flagship, in a format no European retailer had attempted before.
IUF designed and delivered Total Footwork: a self-serve, gamified activation built around Europe’s first touch-sensitive LED floor. Installed at Sports Direct’s Liverpool flagship, the experience uses a 2.4″ touch LED surface and a 1.9mm pixel pitch LED wall to host two fast-paced agility games, drawing shoppers in, keeping them engaged, and connecting every play to Under Armour’s CRM.
This was not a display installation. It was a fully engineered, branded performance environment combining bespoke hardware, custom game development, real-time scoring, and data capture into a single seamless activation. Since launch, the experience has averaged over 100 plays per week.
Journey & Experience
Two games. Thirty seconds each. Enough to stop a shopper in their tracks.
Two agility modes, both competitive and self-serve:
- Fast Track – a digital ladder drill testing precision footwork and coordination across the LED floor
- Power Step – a beacon chase requiring fast reactions and movement between targets under time pressure
- 2.4″ touch-sensitive LED floor – responsive to every step across the full play surface
- 1.9mm pixel pitch LED wall – live player avatars, usernames, and scores adding theatre to every game
- Entrance registration point – branded photo capture, QR code printing, and CRM opt-in per session
- Window displays – promoting the activation externally to draw footfall from outside the store
Creative assets reinforce the Under Armour performance world throughout: flickering floodlights, animated grass textures underfoot, and a game pulse that accelerates toward the end of each round.
Technology Architecture
Hardware built from scratch, software engineered to perform, and a data layer connected to Under Armour’s CRM from day one.
Core Infrastructure
- Touch-sensitive LED floor – 2.4″ tile format, engineered for retail foot traffic and step-level input
- Custom game engine – real-time scoring, avatar generation, and leaderboard logic for both game modes
- QR registration system – linking player identity to gameplay and CRM data capture
- Under Armour CRM integration – opt-in data captured with every play
Hardware Ecosystem
- 2.4″ touch LED floor tiles, 1.9mm pixel pitch LED wall, QR code printer, window display screens
Implementation
Phase 1 – Build & Installation
- LED floor system manufactured, tested, and installed at Sports Direct Liverpool
- LED wall, entrance registration point, and window displays configured and installed
Phase 2 – Software & Integration
- Custom game engine built and deployed for both game modes
- QR registration flow integrated with Under Armour CRM and tested end-to-end
Phase 3 – Go-Live
- Activation launched as fully self-serve with no staff operation required
- Weekly winner recognition programme activated; 100+ plays per week recorded post-launch
Outcomes
Europe’s first touch LED retail activation
Total Footwork established Under Armour as the first brand in Europe to deploy a touch-sensitive LED floor in a retail environment. That distinction created genuine cut-through, a talking point for press, partners, and shoppers that extended the brand moment well beyond the store itself.
100+ plays per week
The activation consistently converts browsing shoppers into active brand participants, generating dwell time and repeat visits at a scale traditional in-store displays cannot approach. Every play is a sustained brand interaction, not a passive glance at a screen.
Opt-in CRM data with every play
The QR registration flow connects the physical activation directly to Under Armour’s customer database. Every session generates a registered, opted-in data point, turning in-store footfall into a measurable, growing CRM asset without any friction for the player.
