The first store to open as part of the new Adidas “Home Court” store concept is in the brand’s market with the most potential: China. The store sits in Beijing’s Sanlitun area, an upscale retail center that is home to trendy fashion and high-tech brands and is their largest stores worldwide.

Adidastop

The splashy renovation of the store, which reopened early last month, is designed to highlight Adidas’ sports heritage, which dates back to 1930s Germany, when two brothers made sports shoes for athletes that included US Olympian Jesse Owens.

The emphasis of sports and technology elements within the store and their products on display also suggests that they are expected to lift their brand value through the sports professional level.

Locating its largest store in the Chinese capital shows the significance the Chinese market holds for the sporting goods maker.

In 2012, China generated sales of 1.6 billion euros ($2.2 billion) and group sales reached 14.9 billion euros that year.

In the first nine months of 2013, sales in Greater China rose 7 percent year-on-year, with sales in the third quarter 2013 increasing 9 percent.

Under Adidas’s Route 2015 strategy, the company will continue to open stores in lower-tier cities and Western China, while upgrading existing stores in bigger cities, said Gianni Conti, vice-president, retail for Adidas Group, Greater China Area.

Adidas operates more than 7,600 stores in the world’s second-largest economy, of which many are in smaller markets. The company says it plans to be in 1,400 lower-tier cities by 2015.

Read more about the concept store from the China Daily here.

Advertisements