Adidas Opens New York Flagship

Adidas (Herzogenaurach, Germany) opens its largest store in the world today. Located in New York on Fifth Avenue, the four-level, 45,000-square-foot store debuts a new store design for the brand that is inspired by U.S. high school stadiums.

For instance, customers enter through a “tunnel” and then climb cement stairs to access the sales floors. Fitting rooms look like locker rooms, seating looks like bleachers and cash wraps look like ticket booths.

The company expects to roll the design out to other stores around the world, though it will be tweaked for individual cities to reflect that locale’s culture and needs.

“Customers today are not necessarily just looking for products; they’re also buying experiences,” Claire Midwood, senior vice president of concept to consumer for Adidas, told Women’s Wear Daily, “so creating an emotional attachment is important.”