Adidas opens first Home of Sport in Asia-Pacific
17/01/2023
The two-story space has a total floor area of 2,501 square-metres, making it the sports company’s largest retail destination in South Korea. Built as a special brand flagship, the only one of its kind locally, the store will be home to all adidas brands, including Performance, Terrex, Originals and Y-3.
As a retail concept, Home of Sport is designed to foster an inclusive and eco-friendly customer experience while showcasing adidas brands’ most innovative designs and technologies, all with a nod to local culture.
The flagship will therefore host product launches and events inspired by the city itself. Its first floor also features two areas dedicated the South Korean capital, Seoul Lab and Seoul Shop, which will respectively offer customisation services and articles made in collaboration with domestic creatives.
Further, among various benefits meant to entice members of its loyalty programme into the store, including gifts with purchase and invitations to in-store events, adiClub shoppers will have the option of choosing from a limited rerelease of formerly out-of-stock Samba shoes.
Beyond the new brand flagship store, adidas also operates two “brand centre” destinations in Seoul, in the city’s Hongdae neighbourhood and southern Gangnam district. Canadian activewear brand Lululemon similarly chose Seoul for its second-largest Asian retail store, its biggest outside of China, last summer.
Adidas’ new Home of Sport flagship in Myeong-dong. Courtesy.
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