Location: New York on 5th Ave.
Adidas has opened a brand new store in New York City, just a few blocks from Times Square on 5th Ave. Let’s enter the store:
The global flagship takes a total of four floors with a total of 45,000 square feet. The German sportswear giant not only opened doors to the largest store in the world but also made a clear strategic move – brand recognition on the US market.
A key city for AdidasMost definitely, “The city that never sleeps” is a key point to tackle.
“We wanted to focus on elevating the brand in key cities, and New York City is a great place to start because it’s a sport and fashion intersection,” Claire Midwood, Senior VP of Concepts to Consumer, told The Street.
Roots still live in the company. The store highlights an interesting design with a stadium look alike concept that dates back from U.S. high school sports stadiums years. To that end, the entrance to the store mimics the tunnels where once sportsmen used to go through to get to the field. In addition, between the first and second floor, high school-style bleachers are set up overlooking 5th Ave and shoppers can watch either the street scene below or live games on the TVs.
Other grabbing the eye features in the store include a stall selling juices and snacks, a unique “pump up” consultation area, and a one of a kind area for both shoes and clothing. The store has “locker rooms” to try on product, and areas called “The Turf” and “The Track” to test out product before purchase.
Trending products strongly reflecting the image of persistence and modern-istic of Adidas are hot performance items like the Ultra-Boost, as well as new collaborations like Stella McCartney for the company and a limited partnership with Canadian-based sportswear manufacturer Reigning Champ.
Lines were long on December 1, with customers looking to get first dips on some unique styles offered for the grand opening.
Last month in November, Nike also opened a huge store in New York’s Soho district. Nike’s mission is on technology and trial before purchase.
Having both of the giants in NYC, Nike and Adidas, only leads to one thing – a war for dominating the sports market.