Adidas opens first UK ‘Homecourt’ store
Sportswear brand Adidas has opened the first of its new ‘Homecourt’ concept stores in the UK at the Bluewater shopping centre in Kent.
Featuring a design inspired by the sights and sounds of a sports stadium, the store is only the second ‘Homecourt’ store to open in the world after Beijing.
Customers enter the store through a stadium-like tunnel which welcomes them with the sound of cheering fans. At the heart of the store is an Adidas Shoebase area featuring a shoe bar complete with an interactive table and two big touchscreens where customers can look for products and connect to the brand’s online shop.
Rupert Campbell, director of Adidas UK Own Retail, said: “We’re committed to constant innovation within our retail space, looking for ways to offer our customers a unique shopping experience. We are really excited about our ‘Homecourt’ concept as it gives consumers the opportunity to experience the entire breadth and depth of the adidas brand in a sports performance led environment.”
To celebrate the opening, Adidas is organising a range of customer engagement activity in and around the store in the run-up to Easter. This will include a limited number of shoppers being given the chance to attend a ‘meet and greet’ with some of the stars of West Ham football team as well as Kiss FM hosting a one-off show from inside the store.
Robert Goodman, Bluewater’s general manager, added: “Adidas’ selection of Bluewater for its first ‘Homecourt’ store in Europe is a great endorsement of our position as the first choice destination for leading international brands wishing to create statement stores. The concept is quite unique and will make a significant contribution to the experience for guests.”
