For sporting goods retail, in-store product exposure is a key influencer of buying behavior. To promote three new shoe models, the HALO Trainer, HALO Racer, and HALO Runner, Under Armour, a high-performance apparel company, launched its HALO Campaign.
In order to make this launch as impactful as it was intended to be, we installed a high-end POS display in 16 Under Armour outlets across the UAE. What we did was a highly aesthetic, rough-and-tough, and brand-trusted installation that was one of best retail POS displays in Dubai in 2025.
1. Client Overview
Under Armour enjoys a history of innovation, high-performance sporting gear, and robust visual identity. The HALO line was created to respond to diverse athletic needs:
The brand needed a POS display that would communicate performance, motion, and style in one image.
2. Campaign Goals
The work was to:
3. Design Concept & Creative Direction
Movement and energy were the cornerstones of the concept, showcasing the footwear in an environment that reflects sports action.
4. Materials Used
For this POS display, durability, premium aesthetics, and ease of installation were top priorities. The materials included:
| Component | Material | Reason for Selection |
| Base Platform | MDF with PU Paint Finish , 15mm tempered glass | Sturdy, smooth surface for branding, easy to customize. |
| Branding Elements & Logos | CNC-cut acrylic (8mm thickness) | High precision for clean edges, glossy premium look. |
| Mannequin Mount Supports | Powder-coated mild steel brackets | Provided strong support for store-provided mannequins. |
| Show Case Table | MDF with PU Paint Finish, CNC-cut acrylic | Sturdy, smooth surface for branding, easy to customize. |
| Graphics & Decals | High-quality vinyl with UV lamination | Scratch-resistant, vibrant colors, and long-lasting. |
5. Fabrication & Execution
Our manufacture of POS display items followed a tightly controlled timeline to reach the launch date:
Concept Development – Delicately detailed 3D images and dimensioned CAD drawings created for client approval.
Material Sourcing – Premium MDF, acrylic, and steel sourced from trusted UAE suppliers.
Fabrication –
Printing & Finishing – High-resolution vinyl graphics printed and laminated for extra toughness.
Assembly & Quality Check – Pre-assembled in our plant every display unit to ensure perfect fit before shipping.
Installation – Overnight installation in all stores by our experienced personnel to avoid retail downtime.
6. Challenges & Solutions
Challenge 1: Different store layouts caused different amounts of display area.
Solution: Designed modular POS features that were expandable or contractible without compromising the inherent look.
Challenge 2: Short installation window within fast-paced retail stores
Solution: Assembled and tested all components in advance in-house, allowing rapid, seamless on-site assembly.
7. Why This POS Display Worked
Why this display worked was due to:
Under Armour HALO POS display project within 16 UAE stores is an example of how innovative design, premium materials, and precise execution can elevate a product launch to unprecedented levels. The project has become the benchmark for Dubai retail POS display as the best, proving that great retail design is directly proportional to sales and brand recognition.
For sporting goods retail, in-store product exposure is a key influencer of buying behavior. To promote three new shoe models, the HALO Trainer, HALO Racer, and HALO Runner, Under Armour, a high-performance apparel company, launched its HALO Campaign. In order to make this launch as impactful as it was intended to be, we installed a […]
