adidas opened the largest Sport Performance Store in the world in New York. To celebrate, adidas athletes and partners including Anna Kournikova, Sebastian Telfair were on hand for the opening day’s events.
The 29,500 square foot store, which is located at 610 Broadway (Broadway & Houston), features the widest selection of sport product in New York City. Athletes of all levels will find what they need for basketball to boxing, and everything in between. Consumers will be able to find the much sought-after adidas_1, the world’s first intelligent shoe, and adidas by Stella McCartney, both of which have sold out previously around the world. Runners, soccer and tennis players can build a custom shoe with a perfect fit, using mi_adidas technology. Designed as more than a sports store, the adidas Sport Performance Store will further demonstrate adidas’ passion for sport by offering clinics and seminars in the store on an ongoing basis.
“Our adidas Sport Performance Stores are an important communication platform for us – here we can showcase the breadth and depth of our brand offering in a unique setting,” said Paul McGuire, Head of Retail Development, adidas America. “adidas makes products for more sports than any other brand and this is our opportunity to demonstrate that. We want people to think of the adidas Sport Performance Store as more than just a store, but a destination for athletes.”
On Saturday, May 7, Herbert Hainer, CEO of adidas-Salomon AG, along with Anna Kournikova and Sebastian Telfair, opened the store by cutting a giant three-stripe shoelace wrapped around the store. adidas athletes were inside interacting with consumers and signing autographs. There was a full day of consumer activity, starting with a giveaway of four legend seats at Yankee Stadium for Saturday’s game.
The adidas Sport Performance Store is a long-term retail concept, created by adidas’ own retail design team. This new concept is an innovative showcase of the Sport Performance division, creating a unique and stimulating adidas experience. Including New York, adidas currently has 19 of the new concept stores worldwide.
The store design is minimalist in concept - all the walls and furniture are black or white, which allows the product to be the focal point for the customer. The materials, shapes and fixtures throughout the store are inspired by components found in sport, but still are practical and functional, based on specific product presentation needs: hanging product bars resemble weigh lifting bars; hooks on the wall allow product to be draped over it, as if someone casually hung it there after a long work-out; and instead of traditional shoe racks, shoes are displayed on running starter blocks.
In order to address the consumers’ needs in a targeted and focused way, adidas takes a two-track approach to retail. The Sport Performance Stores offer consumers high-performance product and leading edge technologies, while Sport Heritage stores feature Originals product, a true fusion of sport authenticity and global street style.
Store Details:
610 Broadway (Broadway & Houston)
(T) 212-529-0081
Opening Hours
10:00 am – 10:00 pm, Mon-Sat
11:00 am – 7:00 pm, Sunday
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