Adidas is applying a new concept into 25 of its large stores in order to stimulate sales of the brand: the German sporting brand wants to recreate a real stadium-like atmosphere in these stores.
The Beijing store, the largest Adidas store in the world, has already been given a make-over: the entrance is a tunnel, where customers are welcomed by the sound of cheering fans. Fitting rooms are transformed into dressing rooms and touchscreens are placed in the middle of the store, allowing customers to look up products.
Beijing is the first of 25 stores, among which new stores in Rio de Janeiro and in Kent’s Bluewater shopping centre, to receive this treatment. Adidas will focus on new stores in emerging regions like Russia or the Middle East, as the lack of chains in these regions means that there is still plenty of room to open brand-specific stores.
Adidas hopes to make 4.1 billion euro through its own stores by 2015, on a total turnover of 17 billion euro. It therefore plans to open another 100 new stores, creating a total of 2,800 stores - three times the total of 2007.
The German brand is engaged in a furious battle with Nike and hopes higher sales in their own stores help to achieve victory. Nike is the world’s largest sportswear producer, ahead of Adidas, which is still the largest in Europe despite losing market share these past few years. On 5 March, Adidas will present its financial results for the past fiscal year.