The 3,000-square-foot KickTown is to open in December. Among this feature's challenges are kicking a ball into a supercar; a giant ricochet ramp; and an augmented-reality goalie game. Each challenge attempt will be recorded, allowing the participants to leave with their scores and with footage of their efforts. And a KickTown app will help unite the dedicated physical and digital football/soccer communities.

The concept is the brainchild of Harry Lewis, owner of football/soccer YouTube channel WS2, which has 14.6 million subscribers. 

“Securing the international debut for the world’s first football challenge concept at Icon Outlet highlights our wide-reaching appeal within the sports industry,” said Marion Dillon, Icon Outlet's leasing director. “Our offer includes some of the most exciting and dynamic sporting experiences, such as the hugely popular Oxygen Freejumping Trampoline Park and hosting sporting events in our arena, including the Nitto ATP Finals and World Championship Boxing.

“KickTown will join premium sportswear giants Nike, Adidas, Asics and New Balance to enrich our increasingly interactive sports offering and complement the unrivaled fashion, leisure and hospitality names, all under the roof of The O2.”