Adidas brings stadium-inspired outlets to India

25 May '18

1 min read

Courtesy: Adidas

Adidas has opened its first stadium-inspired store in Delhi, India, and plans to have up to 5 such outlets in the country for its performance wear before the end of this year. Next year onwards, all the stores for its performance wear products will boast this format. Countries like the US, the UK, Japan, France and South Korea already have such outlets.

A global concept, the stadium format store is inspired by world-class stadiums and features interactive zones for customers. It also showcases the benefits of the products.

The company will open this type of stores in a big way from next year, Manish Sapra, senior DTC director, global sales, retail, Adidas India, told a news agency. He added that based on the life cycle of the stores, all the performance wear stores will be converted into stadium format in the next 2-3 years.

About 80 per cent of Adidas stores in India are performance wear stores. The stadium format stores mainly focus on categories like training, running and football. They also focus on the women’s category, said Sean Van Wyk, senior marketing director of Adidas India. (KD)

Fibre2Fashion News Desk – India

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