Case study: Under Armour’s Infinite Elite 2 retail POS displays in Dubai
Under Armour launched the Infinite Elite 2 running shoe in the UAE and wanted the launch to be impossible to miss in-store. The campaign needed custom point-of-sale displays across 16 retail locations, from flagship stores to small outlets. We handled the retail POS display work: design, fabrication in our Al Quoz workshop, and installation in every store. This case study covers what the launch needed, what we built, and where it went inside each store.
What the launch needed
- Make the Infinite Elite 2 stand out in each of the 16 stores.
- Let shoppers pick up the shoe and read the key features without staff help.
- Keep one consistent brand look across stores with very different floor plans.
The challenges
Sixteen stores meant sixteen floor plans. One display system had to fit a flagship space and a small outlet without losing the brand look.
The UAE footwear market is crowded with global brands. The displays had to stop passing traffic and make the pitch in seconds.
And the units had to work as fixtures, not just graphics. Shoppers needed to handle the shoe, try it, and read the product story at the display itself.
What we built
- Lit footwear platforms. LED-lit podiums put the shoe under focused light and set it apart from the surrounding merchandise.
- Campaign message panels. Oversized graphics carried the launch lines “Makes You Go Further” and “Distance Destroyer” in Under Armour’s own type.
- Sectional build. Each display was made of separate components, so every store could arrange them to fit its floor space while keeping the same look.
- Campaign colours. The shoe’s blue took the lead against black and white display bodies, matching the launch artwork in every store.
One look across 16 stores
Larger stores got full-size wall graphics and podium displays. Smaller outlets got compact corner units. Same artwork, same messaging, sized to the space, so the campaign read as one launch across the whole country.
Where the displays went
- Store entrances. Main fixtures near the door to catch passing traffic and set the tone.
- Footwear zones. The Infinite Elite 2 front and centre on tiered, lit platforms shoppers could pick the shoe up from.
- Checkout counters. Small promotional units near the tills as a last reminder before payment.
Results
Under Armour covered the Dubai launch on its own newsroom: the Infinite Elite 2 launch story. On our side, the sectional build kept installation downtime short across the 16-store rollout, and the same display system carried the campaign in every store size without redesign.
More Under Armour campaigns we’ve built
- HALO campaign POS displays in 16 UAE stores
- Iso-Chill campaign display solutions
- The Under Armour footwear wall
- Large-scale campaign printing
Planning a retail campaign in Dubai?
We design and build launch displays, window takeovers, and in-store activations in our own Al Quoz workshop. See our custom retail POS displays service, or browse more projects in our case studies.