adidas’ Flagship Stadium Concept Raises the Bar on the Store Experience

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adidas’ Flagship Stadium Concept Raises the Bar on the Store Experience

By Nicole Gillo - 12/08/2016
Just in time for holiday, adidas opened the doors to its NYC brand flagship – and largest store worldwide – on December 1st. Located at 5th Avenue and 46th Street, the new store is a mecca for customer experience.
 
“Creativity fuels us and helping athletes is why we exist,” says Kasper Rorsted, CEO, adidas group. “adidas NYC is created with the athlete first, as a consumer-powered brand experience at the heart of 5th Avenue. Everything is tailored for athletes’ needs and desires to help them make a difference in their game, in their life, and in their world.”
 
Inspired by high school stadiums, the adidas NYC stadium retail concept features a tunnel entrance, stands for live-game viewing on big screens, locker rooms instead of dressing rooms and track and field areas where consumers can test and experience products.
 
Consumers are offered an unprecedented brand experience centered around sports, including:
  • Real-time fitness consultations from EXOS trainers
  • Healthy juices and snacks co-created with Brooklyn-based Grass Roots Juicery
  • A concierge desk
  • Same-day hotel delivery service
  • Personalized shopping experiences such as the Run Genie gait analysis tool
Customers will have access to the brand’s high-end products across every category, including football, basketball, running, tennis and soccer. In celebration of the store opening, adidas NYC is offering limited pairs of exclusive collections.
 
To learn more on adidas’ in-store strategy be sure to attend the RFID as a Key Enabler of Omni-Channel Success session at NRF 2017 on January 17. The session will feature Obias Steinhoff, senior director of business sales strategy and excellence, adidas and Jonathan Aitken, director of IT, store technology operations and program director RFID, lululemon athletica. The retailers will share how RFID can drive a successful omnichannel strategy and create a seamless consumer experience.