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Sports retail has changed a lot over the past twenty years. Supporters of sports teams no longer visit club shops and flagship stores simply to buy a shirt and leave. They want an experience. Something memorable. Something worth photographing, sharing and talking about afterwards.
That is where giant retail props come in. For football clubs and sports brands, well-designed props can transform a shop floor into an experience. They create focal points, guide customer flow, reinforce identity and turn retail space into part of the brand's story.
At Spur Creative, we have helped create a range of football-themed retail installations for clubs and global brands. Here is a look at how these projects are designed, built and delivered.
Liverpool FC Liverbird at Anfield
When Liverpool F.C. refurbished the Anfield megastore, they needed a centrepiece worthy of one of football’s most recognisable symbols. Working with Lily Creative, we created a giant Liverbird sculpture designed to make an immediate impact as visitors entered the store.
The process began with sculpting the main body and wings in fibreglass, while the feet were sculpted separately in clay before being moulded and cast. An internal steel structure was built into the body, allowing the wings to be fitted securely as separate sections.
This sectional approach is important for large retail props. It allows easier transport, smoother site access and more controlled installation, particularly in busy venues with tight deadlines. A specialist metallic finish was then applied to give the appearance of cast metal, combining the look of a premium sculpture with the practical benefits of lighter-weight materials.
For the client, the result was more than decoration. It created a statement arrival moment that showcased the club's identity. (And also gave visitors an instant photo opportunity.)
Adidas Football Desk on Oxford Street
At the flagship Adidas store on Oxford Street, we were asked to create a retail desk built around a giant football. This project had to balance creativity with functionality. It was not just a sculpture. It needed to work as an operational retail unit.
We began by sculpting a large ball in polystyrene, then created a plaster mould to cast the final fibreglass shell. A section of the ball was removed so the desk could slot neatly into the side.
The desk itself was CNC cut and built with lockable sliding doors and internal shelving for secure storage. A recess in the top allowed a Perspex graphic panel to be inserted. The finished result combined glossy finishes, branding and practicality.
For retailers, this is often the sweet spot. Props that look exciting but also perform a day-to-day retail function justify space more effectively and provide better long-term value.
Adidas Logo Made from Football Shirts
Sometimes the most effective props are not the largest ones, but the most thoughtful. For another Adidas store project, we created a framed version of the Adidas logo built entirely from sections of current-season football shirts.
Each shirt section was cut and mounted onto CNC cut MDF tiles, then assembled like a puzzle to form the final mark. From a distance, it reads clearly as the Adidas logo. Up close, customers discover the detail and material story behind it.
Adidas Trainer Sofa
Retail environments often benefit from props people can physically use. For Adidas, we created a sofa shaped like the original Campus trainer.
Built around a wooden internal frame, the piece was padded and upholstered in materials chosen to match the texture and colour of the shoe. Features such as laces, stripes and stitched detailing were added by hand.
This kind of installation gives customers somewhere to sit, try products and spend more time in the store, while reinforcing brand personality in a memorable way. (For retailers, comfort zones that double as brand moments are a smart use of space.)
Aston Villa Lion That Became a Fan Hotspot
For Aston Villa F.C., the brief was to create a giant lion inspired by the club crest for their new merchandise store. Rather than simply reproducing the logo, we helped turn it into an experience.
The structure started with a metal base and legs, then plywood cladding and CNC cut body shapes to build the form. Fibreglass was laminated over the surface to add strength and create a suitable base for texturing.
The lion was then finished with a custom brick effect surface, carefully painted to match Aston Villa’s distinctive brick tones. Names of past managers were laser cut into selected bricks and positioned precisely so they aligned with projected visuals.
That level of coordination matters. It shows how physical props can work alongside digital content rather than compete with it.
Once installed, the lion quickly became a selfie hotspot for supporters. For the store, that means longer dwell time, more social sharing and a stronger in-store atmosphere.
What Sports Brands and Retailers (Should) Care About
Across these projects, a few priorities come up again and again:
Brand Recognition
The prop must feel instantly authentic to the club or brand.
Durability
Retail spaces are high-traffic environments. Props need to withstand touching, leaning, photographs and daily wear.
Installation Practicalities
Large pieces often need to be built in sections, transported carefully and assembled on site.
Multi-Purpose Value
The best props can do more than look good. They can store products, create seating, support digital content or guide customer flow.
Shareability
If supporters and shoppers photograph it, the installation keeps working long after launch day.
Turning Retail Into an Experience
Football fans (and fan communities in general) are emotionally driven customers. They care about identity, belonging and the "story behind". Their emotional connection often becomes the real added value of the product itself.
Because of that, they want more than shelves and rails when visiting the store of their favourite sports club, music artist or film franchise. They want moments that feel connected to the wider story and allow them to immerse themselves in the world they support. That is exactly why retail props work so well in this niche.
Whether it is a Liverbird greeting supporters at Anfield, a lion standing proudly in Birmingham or a giant football desk in central London, these installations help stores become immersive extensions of the fan experience rather than simply places to buy.
At Spur Creative, we combine design, fabrication and installation expertise to build props that look impressive, function properly and stand up to the realities of busy retail environments.
If you are planning a football retail fit-out, sports activation or branded store experience, we would love to talk and help bring it to life.