Projects: Adidas Gets Experiential With New HomeCourt Concept Stores

February 25, 2014 by Dave Haynes

The German athletic brand adidas has opened the doors of its new HomeCourt retail concept store in Beijing, with plans to open a couple dozen of them around the world this year.

“Our new retail concept HomeCourt offers a consumer experience unlike any that adidas fans have enjoyed before. We have created a store where our consumers are at the very heart of the adidas brand,” says Michael Stanier, Chief Sales Officer Consumer Direct for adidas. “At the Beijing adidas Brand Centre we have kicked off the next generation of retail concepts which I am very excited about. We look forward to bringing this concept to adidas fans around the world this year.”

You know when people blabber on about experiential in retail but can’t really quantify what that would actually look and feel like? THIS is experiential.

The store has an arena-like facade and to get in you walk through a tunnel that feels like the tunnel a football or soccer players would walk through to get to the field.  Like an entrance gate, the Tunnel Entry draws consumers into the big game and welcomes every visitor with a “sound shower” of cheering fans in a stadium. One of the highlights is the Team Room, the large fitting area and social space of the store that allows shoppers to try on products whilst being able to interact with the brand.

The sports venue reference continues with what’s called Shoebase at Centrefield, an interactive table with two big touchscreens that is designed to help customers find the right product or provide them with more information. The shoe bar also features a shoe finder and will be connected to the adidas online shop. 

“HomeCourt gives consumers the opportunity to experience the entire breadth and depth of the adidas brand,” adds Ted Mager, Head of Retail Environment. “We reference sport in every element in the store from the materials selected to the inspirations of the designs to the tools we use for storytelling.”

A HomeCourt store will open in Rio this spring ahead of the FIFA World Cup and more will follow in Europe, including two in London.

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