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Adidas Opens New Concept Store in China

The sportswear giant debuted a futuristic new concept store in Beijing.

GOOD SPORT: Under a thick blanket hazardous of smog that has Beijing looking like a sci-fi disaster film, sportswear giant Adidas this week debuted a futuristic new concept store in Beijing. The next-generation retail store is a full revamp of the brand's massive flagship in Beijing's Sanlitun Village mall complex, the largest Adidas outlet in the world opened just before the Beijing Summer Olympics in 2008.

 

The HomeCourt store, which revamps the Adidas retail outlet that opened just before the Beijing Summer Olympics in 2008, features a sports-tunnel entry where shoppers approach the floor like a field, complete with the sounds of cheering fans. Shoppers can try on products in the team room, and explore choice in a fully interactive shoe bar.

 

In spite of the crushing pollution curtailing outdoor exercise for many Beijingers, placing the new store in China is no accident. Market growth in China here is projected to be an important part of Adidas’s global plans moving forward. The company expects that by 2015, China, along with the United States and Russia, will account for half of its total sales growth.

 

The HomeCourt Adidas concept store will eventually be opened in 25 locations around the world, with Rio de Janeiro and London next on the list, according to the German company.