Football retail has become increasingly transactional. Product-led, promotion-led and disconnected from the culture that makes the game matter.
Prodirect set out to create something different.
Working closely with the team, Onefine_day developed PDFC — a new retail concept designed to establish Pro as The Home of Football Culture.
Boot and Franchise Bibles combine expert merchandising with rich brand storytelling to celebrate football’s most iconic products.
At the centre of the store sits The Monolith — a vertical archive showcasing legendary boots, merchandise and the athletes who defined generations of the game.
Dedicated accessories, apparel and footwear destinations support every aspect of football life, from on-pitch performance to terrace culture.
A programme of content, launches and events brings Pro’s digital community into the physical world, creating a destination for players, fans and football obsessives alike.
A home for football culture.
“This was never about creating another football store. Together with One Fine Day, we’ve developed a new blueprint for football retail that brings performance, culture and expertise together in a way that feels authentic, premium and distinctly Pro:Direct.”
Sam Baldock
Pro Direct Marketing Director