Herzogenaurach/Beijing – adidas will open the world’s largest adidas store – the “adidas Brand Center” – on July 5 in Beijing, the host city of this year’s Olympic Games. The first of its kind, the new adidas Brand Center will offer products from both adidas divisions - Sport Performance and Sport Style including Originals and Y-3 - under one roof. With a size of 3,170m² the adidas Brand Center store occupies four floors inside the new Sanlitun Village Shopping Center.
“The opening of the world’s first adidas Brand Center is another milestone in securing market leadership in China, one of the world’s most important markets for the adidas brand,” said Erich Stamminger, President of the adidas brand. “The Beijing adidas Brand Center will serve as a role model for our concept stores in key metropolitan cities around the world.”
The adidas Brand Center features a range of unique interactive elements that will provide consumers with a special retail experience. The range of innovative and exciting experience zones includes miCoach Core Skills, the recently launched mi Originals, mi adidas, a juice bar, a dedicated ‘Urban’ area for pop-up exhibitions and events, a basketball court on the rooftop, a Concierge Desk and a kids’ interactive zone where younger adidas fans can experience the enjoyment of playing sports.
The miCoach Core Skills is an interactive zone where consumers can utilize adidas technologies that are normally only available in professional level sports facilities to personalize and enhance their sports training, performance and style. In the ‘Urban’ area trends, ideas and events in art, music and culture, as well as the latest and most innovative concepts from the adidas brand itself will be showcased. At the Concierge Desk, services such as product delivery, ticket sales, shirt printing and pick-up and an exclusive adidas stylist service are available.
The adidas Brand Center is part of the new Sanlitun Village Shopping Center, located in Beijing’s Chaoyang District, only minutes away from major Beijing tourist attractions as well as the Workers’ Stadium, one of the venues for the Olympic Football Tournament.
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