Smart Vending Machines for Sports Events | Kith x Wilson

To celebrate the launch of their limited-edition tennis apparel and gear collaboration, Kith & Kin and Wilson partnered with Noonah to create an attention-grabbing experience in the heart of London.
Over the course of June 2025, the activation popped up at three high-footfall locations: Covent Garden, Battersea Power Station, and Potters Field Park.
At the heart of the setup was a custom-branded smart vending machine designed to raise brand awareness, drive footfall, and reward guests with exclusive merchandise.
Smart Vending Machines for sports event activation, brand awareness and experiential marketing
Why Use a Smart Vending Machine for Sports Events?
Smart vending machines offer brands a frictionless way to:
- Deliver physical products without the need for staff
- Incentivise interaction with instant rewards
- Capture valuable first-party data onsite
- Create social media-friendly experiences that invite sharing
For sports events, they offer a high-energy, gamified experience that feels natural to competitive, brand-conscious audiences.
The Brief
Kith & Kin wanted to promote their new clothing collection in collaboration with Wilson Tennis. The brief was simple:
- Capture email data from a wide audience
- Create a physical giveaway to drive footfall
- Deliver a buzz-worthy experience that could live on social media
Our Approach
We deployed Noonah’s smart vending machine — a fully branded, self-contained unit that could capture data and distribute free merchandise.
Designed to be engaging and easy to use, the vending machine delivered a fun and memorable experience in under a minute, allowing Kith & Kin to maximise their impact in busy outdoor spaces.
While guests waited their turn at the vending machine, they were also encouraged to explore the adjacent Kith & Kin bus.
A mobile retail unit showcasing and selling the new clothing line. This dual-format setup allowed for both brand immersion and product interaction.
The Custom Smart Vending Machine
The vending machine experience was simple, quick, and effective:
Guests queued at the machine and entered their name and email via the custom touchscreen UI.
After submitting their details, the machine dispensed a sealed tennis ball.
If the ball was white, they received a standard branded tennis ball to take home.
If the ball was yellow, they had won a limited-edition Wilson tennis racket.
The exterior and interface of the vending machine were fully wrapped in Kith & Kin x Wilson branding, reinforcing the collaboration across every touchpoint. Everything was managed locally on-board, ensuring fast operation and data security.
The Result
Though exact figures weren’t captured, the activation drew huge crowds across all three London sites. The combination of a tangible reward and the element of surprise made the vending machine a standout feature — and a perfect photo opportunity.
The campaign generated widespread organic engagement on social media. Influencers such as @tenniswithdylan and popular local accounts like @coventgardenldn and @eatinarylondon posted about the experience, amplifying the reach beyond the event footprint.
Planning an Outdoor Brand Activation?
Noonah’s smart vending solutions can be customised for any brand, venue, or format. Whether you’re giving away product samples, exclusive merch, or simply driving engagement — we’ve got you covered.
Get in touch today to learn more about our vending activations for sports events and beyond.