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Adidas unveils next generation retail store concept

Sportswear brand Adidas has unveiled the concept for its next generation retail store.


Adidas unveils next generation retail store concept

Sportswear brand Adidas has unveiled the concept for its next generation retail store.

The “HomeCourt” concept has been launched at the brand’s Beijing store, its largest in the world, and will be rolled out to 24 locations in 2014. These will include new stores in Rio de Janeiro in Brazil and at the UK’s Bluewater shopping centre.

Key features of the store concept include a facade designed to look like an arena and a “Tunnel Entry” which welcomes shoppers with a "sound shower" of cheering fans in a stadium.

Michael Stanier, Adidas chief sales officer for consumer direct, said: "Our new retail concept HomeCourt offers a consumer experience unlike any that Adidas fans have enjoyed before. We have created a store where our consumers are at the very heart of the Adidas brand. At the Beijing Adidas Brand Centre we have kicked off the next generation of retail concepts which I am very excited about. We look forward to bringing this concept to Adidas fans around the world this year."

The centre of the store includes a shoe bar featuring an interactive table with two big touchscreens to help customers find the right products. Another highlight is the “Team Room”, a large fitting area where customers can try on products while interacting with the brand.

Ted Mager, Adidas head of retail environment, added: "HomeCourt gives consumers the opportunity to experience the entire breadth and depth of the Adidas brand. We reference sport in every element in the store from the materials selected to the inspirations of the designs to the tools we use for storytelling."

Adidas said it is also planning to open its new Adidas Originals “Neighbourhood” concept store in Berlin in March and expand its NEO label with new stores set to open in Germany, the Czech Republic and Poland.


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