Adidas To Roll Out 'HomeCourt' Concept In Emerging Markets As Part Of New Retail Drive
Adidas "aims to replicate a sports stadium experience at flagship stores around the world, part of an effort by the German sportswear firm to make more direct sales, particularly in emerging markets," according to Emma Thomasson of REUTERS. Adidas said in a statement that its "HomeCourt" concept, which it has already launched in its largest store in the world in Beijing, "would be extended to 24 other locations" in '14. Among those locations "are new stores due to open in Rio de Janeiro in April and in Britain's Bluewater shopping center." Adidas said that "it was also planning to open a new concept store in Berlin in March" for its "Originals" range of casual clothing and shoes, and expand its NEO label of teen fashion with new stores planned for Germany, the Czech Republic and Poland (REUTERS, 2/24).