Liganova brings the digital football platform UNISPORT to life in-store

Munich, May 21, 2025 – UNISPORT is one of the most successful football platforms in Europe – with millions of users, a market-leading online store for football equipment, and an active community that extends far beyond the digital realm. With an outstanding range of shoes, jerseys, and equipment, as well as strong partnerships with top brands, the company has established itself as a key player in the world of football. After successes with flagship stores in Paris, Copenhagen, Stockholm, and Oslo, a transformed location in Munich marks another milestone.

In the heart of the city, the newly reimagined flagship store has now opened – a space that not only sells football but makes it an experience. What started last year as a temporary pilot project for the European Championship has quickly proven to be strategically valuable. The store at Neuhauser Strasse 5 is now an emotional stage for football culture, fan identification, and community building. This physical presence has thus become a central component of UNISPORT’s overall strategy, with the goal of creating Munich’s most important hotspot for football enthusiasts.

LIGANOVA, the brand experience expert from Stuttgart, developed a holistic spatial concept and was responsible for all project phases from design, architecture, and planning to production and final implementation.

Spanning 900 square meters across three floors, the brand is showcased in a new light: The Boot Area houses the largest selection of football boots in the city – including limited-edition releases. In the Jersey Area, fans will find a curated selection of national and club jerseys. And in the Activation & Customization Zone, the store becomes an active playing field, offering individual customizations, creative activities, and interactive experiences. Additionally, Play Zones, test and track stations invite customers to make the most of waiting times: for example, by playing a FIFA game, testing a favorite model, or learning more about the products.

The brand identity is also consistently integrated into the design of the space. The characteristic tunnel entrance creates an iconic welcome experience that runs like a red thread through all UNISPORT stores. The brand’s striking color scheme shapes the spatial effect, while the graphic tribal pattern – prominently used in the window decals – extends the visual DNA into the public space. The result is a brand retail space that clearly demonstrates: Offline is not an addition but a stage. For brands, for emotions, for real interactions.

LIGANOVA is an innovation leader that focuses on retail and brand experiences and spaces. Their mission is to pioneer and create meaningful brand spaces in any dimension, employing their expertise to construct, operate, and bring to life these spaces with harmony in every single detail. At the heart of everything they do is their commitment to creating exceptional and meaningful brand spaces that resonate with audiences across all dimensions, ensuring harmony is present in every aspect of their work.

They are a part of LIGANOVA Group, a company group that along with their subsidiary companies, provide holistic, strong, and emotional brand presences in physical, digital, and Metaverse as well as Web3 for global premium brands in the automotive, luxury, fashion, lifestyle, sports, and food & beverage sectors. Their diverse range of subsidiaries includes LIGANOVA, a leading company for brand & retail experiences, LIGANOVA Horizon, specializing in digital brand experiences, Artificial Rome, experts in augmented and virtual brand experiences in the Metaverse and Web 3.0, including NFT activations, CODE GAIA, a SaaS company in the sustainability sector, LIGAPRODUCTION, a full-service production company and logistics center, and LIGANOVA PRODUCTION US, the group company in North America.