German sportswear firm Adidas launches new digital flagship store

The website offers an innovative tech-driven experience which enables consumers to navigate effortlessly across the digital store and purchase their favourite products with ease. Throughout the digital flagship store, from search to navigation, consumers go through an assisted experience which enables them to find and purchase the right product, fit, and support and the best cross-category enhancements, thereby, enhancing their overall online retail journey, Adidas said in a media statement.

While working towards creating a platform that acts as the go-to destination for everything sport, the range focusses on strategic categories such as running, lifestyle, training, and football. The flagship store also elevates the experience for key consumer sets of women and kids.

In addition to the launch, adidas will invite hackers, coders and tech experts to test the beta version of the website for any bugs, compatibility issues and reward them for their technical feedback. The brand will also continue engaging with the consumers through innovative offers and activities like new and exciting launches to keep up the shopping energies of the consumers and preparing them for the upcoming festive season.

“With the launch of our new digital store we want to reinforce the brand’s credibility in India through an acknowledgement of consumer feedback. Our aim is to shift the mindset from an ecommerce site to a digital brand store with consumer obsession at the heart of it all. The digital store aims to dial up our credibility, enhance the consumer experience and push the narrative on our sustainability efforts. The innovative technology and the improved user interface will provide the consumers an unforgettable experience,” Sunil Gupta, senior director, Adidas India said.

Fibre2Fashion News Desk (GK)