Adidas brings iconic store experience to the customer in new US flagship

adidas’ new flagship store in New York City, featuring Start’s Connected Retail Platform (CRP), has opened its doors, signalling the “new era” of sports stores.

The store, located between 5th Avenue and 46th Street will bring to pass a new way for consumers to experience creativity within retail. Featuring a tunnel entrance, live gaming on big screens, locker rooms (replacing dressing rooms) and even track field areas to run (…jump, dance, play) on, the store is “tailored for athlete’s needs and desires”, according to adidas Group CEO Kasper Rorsted.

He told the press: “Creativity fuels us, and helping athletes is why we exist. adidas NYC is a crucial component of our Creating the New strategy, which puts a major focus on influential cities like New York.”

The world’s best major cities — such as New York — are the hubs for driving global trends, says to Jonathan Himoff, Managing Director of Start and creator of the Connected Retail Platform. He added: “Strong insight and a desire to be first keeps adidas growing, trend-setting and creating some of the best omnichannel brand experiences that people can enjoy in big cities.

“Our platform has supported adidas’ expansion over the last four-five years, taking bold concepts that have been designed for huge flagship stores and making them scalable to any size and any location.

“It means that we can see how different cultures are engaging with the same experience and products in store, and how this translates to brand equity more locally. adidas began its business by tailoring better experiences to meet the needs and desires of athletes. Now everyone can have unprecedented experiences centred around sport.”

The store offers real-time fitness consultations, healthy juices and snacks, a concierge desk, a same-day hotel delivery service, personalized shopping experiences such as the Run Genie gait analysis tool and CRP’s Virtual Footwear Wall.

Iconic sporting athletes — such as NFL Pro Bowler DeMarco Murray and New York City FC Captain David Villa — were there to unlock the doors. Sustainability was core to the store design, with the store maintaining the building’s existing textures and finishes, reducing the need for new materials.

The store features hangers and mannequins created from recycled ocean plastic and developed in collaboration with adidas partner Parley for the Oceans. adidas NYC consumers can directly contribute to Parley’s beach clean-up efforts in the Maldives by purchasing adidas x Parley water bottles available in the store.

The CRP recently landed a Decoded Fashion Futures award for best omnichannel “Bytes to Bricks” for its Flash concept for Sephora — the small format store with huge digital punch. Read more here.

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