Adidas Home Court
A sure sign that the West is taking the emerging Asian markets seriously, German sport stalwart Adidas has chosen to debut its global ‘Home Court’ concept store not in New York, London, or any of the occidental fashion capitals, but in Beijing’s upscale shopping district Sanlitun. The newly renovated four-storey space, which was already the largest of more than 7,600 Adidas outlets in China, has been expanded to carry a huge selection of Adidas products with a strong emphasis on footwear, and has been redesigned to highlight the label's heritage with installations dating back to 1930s Germany, and to one of their first sponsors, US Olympian Jesse Owens.
The flashy store also features a stadium-inspired entrance, sports banners, digital arena boards, interactive areas including a digital shoe bar, an urban pop-up zone, and tablets where consumers can check stock and shop online. There’s an entire floor dedicated to Adidas Originals (think vintage-look trainers and tracksuits), as well as complete lines from their razor-sharp collaborations with Yohji Yamamoto (Y-3) and Stella McCartney. Not to be missed is McCartney’s latest collection of organic cotton and ‘climaheat’ fabrics splashed with photographic prints of wood-grain and the English countryside, her first trail-running shoe, and a ski jacket fitted with Recco GPS tracking technology. Now, that’s a fashion first!
Bldg 11 / 19 Gongti Beilu / South Area / Sanlitun Village / Chaoyang / 10am-10pm daily / www.adidas.cn