G-Form recently took over Pro:Direct’s London store located on Carnaby Street for an "Innovation in Soccer" event. The store is a digitally immersive experience and has been described as “an internet home page that came to life”.
With screens all over the walls and interactive podiums, customers were able to learn more about the products displayed in front of them. With every piece of the store fully customizable, the G-Form products and images adorned everything from the windows to the walls.
The purpose of the event was to launch G-Form soccer in the UK as well as reveal the new PRO Ankle Guard which is officially released August 30th. Other products on display were the Pro-S and Pro-S Elite shin guards, Pro-X shirt, and Pro-X shorts.
G-Form VP of Global Marketing Michael De Leon was interviewed in front of a packed store and talked about the vision for G-Form soccer and the direction the brand is going. “We want to continue to push the boundaries of innovation,” said De Leon. “One of our goals is to make pieces that you don’t even know you’re wearing until an impact happens.”
Members of the media, the Pro:Direct media team, and the public were all given the opportunity to learn about the G-Form technology, the benefits and to feel each of the products. Part of the evening’s festivities involved a trivia contest about Pelé’s career with the winner receiving a G-Form Pro-S shin guard signed by Pelé.
No one in attendance walked away empty handed. G-Form cinch bags with an iPad case, snap back hat, G-Form sticker, and product information cards were given away to everyone as they left the event.
While the event took place on August 9th, the store was dressed in G-Form’s design from August 6th – 14th. For a full recap of the event and to see just how cool the store looked, watch the video above.