Head start: Judge examines future of sport retail

25.06.2012 Interactive : David Judge : Start JudgeGill

London – Last week at the LS:N Global Sports network evening, David Judge, founder and executive creative director of agency Start JudgeGill, explored the future of sports retail.

Judge used Start JudgeGill’s recent work with Adidas to examine the interplay between digital and physical retail. Adiverse, the interactive footwear wall, enabled customers to see movable 3D images of shoes, and showed customers a greater range of stock than was possible to fit in-store. ‘Retail space is expensive to rent, and to use up that space by storing stock in it is wasteful,’ said Judge. ‘Adiverse brought products that were not in-store, into the store.’

In summary, Judge said customers are channel-agnostic, and urged brands to look at their messages and interactions with consumers in a holistic way. He added that the act of buying items for pleasure would not cease in an increasingly digital landscape.

For information on LS:N Global’s forthcoming events, contact Alena Joyette. Visit our Seed section to see other guest speakers from the Sports network evening in conversation with LS:N Global editor James Wallman.

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