Beijing the venue for adidas’ next-generation store
Adidas has announced details of its new global concept, HomeCourt, and is launching its largest store in Beijing, China.
“Our new retail concept HomeCourt offers a consumer experience unlike any that Adidas fans have enjoyed before,” said Michael Stanier, chief sales officer of the consumer direct division.
A key feature is the ‘Arena Façade’ tunnel entry where a “sound shower” of cheering fans greets shoppers. The Team Room is a large fitting area and social space of the store while the shoe bar, an interactive table with two big touchscreens, is designed to help customers find the right product.
Adidas will open its first South American HomeCourt store in Rio de Janeiro (Brazil) in April, followed in the UK at Bluewater in Kent and Harrods in London and subsequently 21 other global locations.
