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The first store where you try before you buy

Challenge
On Sports set out to reinvent the experience of buying sportswear. The focus was on reducing post-purchase frustration: sneakers that hurt while running, shirts that chafe when you sweat, or products that simply don’t perform in action.

Discovery & Insight
We needed to validate a key hypothesis:
“Trying on apparel and footwear in real context can prevent bad post-purchase experiences.”
This led us to completely redefine what a store could be. It was no longer just a place to buy, but a space to try, before buying.

Solution
We designed the first store in Latin America where you can literally test products before making a decision.

A 2,000 m² space featuring a running track, football field, basketball hoop, climbing wall, skate park, and more.

Salespeople became trainers: sports experts trained to guide you through the entire experience, from try-on to purchase.

A team of over 40 people, including athletes specialized in each discipline or vertical.

What I did
- Oversaw the project from concept to launch and full implementation.
- Led brand communication: tone of voice, messaging, and identity.
- Strategically designed the store’s architecture and customer experience.
- Managed the integration of the in-store experience with the ecommerce platform and real-time stock.
- Redefined and trained the staff role: from salesperson to expert trainer.

Results & Expansion
- First location opened in Ituzaingó with great reception.
- Expanded to five locations across Greater Buenos Aires, with the latest in González Catán (February 2025).
- Launched an ecommerce platform with over 2,000 products from top brands, recommendation features, and seamless physical-digital integration.