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Adidas unveils new retail concept at Beijing Brand Centre

February 25, 2014 (China)

adidas introduces new retail concept in the world's largest adidas Brand Centre in Beijing. New adidas HomeCourt concept brings the spirit of sport to retail, creating a place where consumers can feel the energy of the game, the thrill of the event and the frenzy of the fans.

A key feature of the new adidas HomeCourt concept is the Arena Façade, creating a bold, distinctive new look for adidas. Like an entrance gate, the Tunnel Entry draws consumers into the big game and welcomes every visitor with a "sound shower" of cheering fans in a stadium.

One of the highlights is the Team Room, the large fitting area and social space of the store that allows shoppers to try on products whilst being able to interact with the brand.

Premiering in the adidas HomeCourt store is the Shoebase at Centrefield, the heart of the store. It creates a central spot that brings to life the focused energy of game day. The Shoebase also features a range of unique interactive elements that provide consumers with a truly special retail experience.

One very prominent example is the shoe bar, an interactive table with two big touchscreens that is designed to help customers find the right product or provide them with more information.


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