Case Study: Sports Direct empowers women with a private Bra Studio experience with The One Off

Sports Direct appeals to Gen Z women with The One Off after insight that 40% of global consumers are Gen Z

The customer, Sports Direct, faced the challenge of appealing to Gen Z female consumers, a group responsible for 40% of global spending. A key issue was that 64% of Gen Z females stop playing sport after school due to intimidating environments and a lack of information. Partnering with Nike, Sports Direct enlisted the vendor The One Off to create an in-store retail solution that would celebrate women in sport and address this concerning statistic.

The One Off designed and implemented the 'Bra Studio,' an in-store destination that provides a private, fit-focused shopping experience. The solution combined brands categorized by support level, inclusive mannequins, and an interactive Bra Finder app. The result was a safe space for women to browse and try on products, making it easier to find the perfect sports bra. This initiative by The One Off successfully encouraged female customers to confidently engage with sport.

Sports Direct