SBJ/March 3-9, 2014/Marketing and Sponsorship

Adidas opens prototype in China

Adidas last week unveiled its next-generation retail store as it ramps up efforts to sell more products directly to consumers.

The Beijing store is the model for 25 additional stores Adidas plans to open globally this year. The store features a facade that’s designed to look like an arena and an entrance that’s similar to the tunnel athletes walk through on the way to the playing field.

The center of the store has a “shoe bar,” which includes an interactive display designed to help consumers pick the appropriate shoe. Adidas refers to the store concept as HomeCourt.
The Beijing store is designed to look like an arena and features a “shoe bar” at its center.
Photo by: HUANGLERONG

Adidas and rivals Under Armour and Nike want to sell more products directly to consumers in order to increase profits by circumventing wholesalers and retailers. Under Armour in the spring plans to open its next Brand House store in New York.

“Our new retail concept HomeCourt offers a consumer experience unlike any that Adidas fans have enjoyed before,” said Michael Stanier, chief sales officer for the company’s consumer direct division. “We look forward to bringing this concept to Adidas fans throughout the world this year.”

The Germany-based company has its North American headquarters in Portland.

Matthew Kish writes for the Portland Business Journal, an affiliated publication.

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