Sportswear brand Adidas has opened a new concept store in Bluewater shopping centre.
The store, the first of its kind in the UK, is inspired by the sights and sounds of a sports stadium and follows the successful launch of a similar store in Beijing earlier this year.
Rupert Campbell, Director of Adidas UK Own Retail commented: “We are really excited about our HomeCourt concept as it gives consumers the opportunity to experience the entire breadth and depth of the Adidas brand in a sports performance led environment.”
The launch of the football themed store appropriately coincides with the World Cup in the summer, where customers will enter through a stadium tunnel surrounded by sport banners before utilising a touchscreen shoe bar to connect to Adidas’ online shop.
To celebrate the opening of the new store there will be a host of sport related activities taking place in the store in the lead up to Easter.
The opening follows the brand’s recent withdrawal of Adidas football kits from Sports Direct stores in time for the upcoming World Cup.