Shopper Investigation - Sports & Outdoor by POPAI UK & Ireland

Sports and outdoor activities took on a new meaning for many of us during lockdowns, in many cases being the only permitted activities. As more of us also worked from home, sports and leisurewear became something of the new work-home uniform.

In our Shopper Investigation, we explore the ways in which these retailers use display to attract customers and drive purchases, asking: what shape is the sports and outdoor category really in?

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