adidas announces the opening of its first-ever flagship store in the region. Located in The Dubai Mall, the new adidas store symbolizes the start of a new era of sports – one that is embedded in digital advancements and sustainable practices and embodies the future of retail experience.
“We are thrilled to open our first global flagship store in the region at The Dubai Mall, opening on February 25th. This new flagship brings the very best of our brand in an unrivaled shopping experience where physical and digital meet,” said Dave Thomas, Managing Director of Emerging Markets, adidas. “With Dubai increasingly becoming a hub for innovation, creativity, and sustainability, our futuristic retail concept corresponds with the DNA and vision of this dynamic and exciting city.”
The unique space, which stretches almost 16,000sqft, aims to transcend the traditional shopping journey, improve consumer-brand interaction, and inspire creativity throughout various store activations.
Throughout the space, consideration has been given to respecting and protecting the environment by using an extensive range of sustainable and responsibly sourced materials, including recycled plastic, foam and textiles. As the most sustainable adidas store in the region so far, the store is gold LEED-certified, an internationally recognized green building certification system that guarantees the project has been designed and implemented at the highest level of sustainability. In line with the brand’s long-term commitment to sustainability, the flagship serves as an immersive experience where consumers can find sustainable product highlights and educate themselves by engaging digital and analogue experiences.
The adidas flagship store in The Dubai Mall offers innovative digital signage technologies such as digital ceilings and a digital footwear wall. It provides an uninterrupted browsing experience, immersing the shopper and enabling an intelligently tailored store experience that blurs the lines of digital and physical touchpoints. With the latest mobile technology, consumers will have an uninterrupted shopping journey. The adidas app allows for a premium in-store experience with a real-time product scan and a try-it-on feature called ‘Bring it to Me.’ They can check their sizes, request the product they want, and have it delivered while browsing the store. Shoppers can also book services through the app and sign up for in-store events.
The store offers a game-changing consumer experience with interactive changing room mirrors that use RFID technology to recognize products and provide information. Shoppers will be able to request different sizes and colors without leaving the space. The avant-garde technology integrates customers with the brand’s internal process, allowing them to browse through stocks, sizes and various products via smart mirrors and immersive screens in-store. The RFID Smart Fitting Room experience is complemented with the immersive fitting rooms where consumers can see what they look like in a real-world scenario by selecting the fitting room environment on a touch screen.
“The opening of the adidas flagship store at The Dubai Mall is a further testament to our commitment to go beyond the traditional consumer shopping experience and offer innovative, collaborative, and memorable retail experiences to our visitors,” said Emaar spokesperson.
The MakerLab is in the center of the store and provides an unparalleled offering in the region, giving customers a chance to showcase their individuality by customizing their products. Offering a gateway to creativity in all its forms, this space will be activated regularly with specialized designers providing activations in-store. Headline activities include customization through patches, laser engravings, printing, embroidery and more.
To further create a one-stop-shop for all sneaker requirements, Crep Protect, the London sneaker service and market innovators in the shoe care industry, will be offering a range of services in-store to keep consumer’s sneakers box fresh. adidas aims to nurture the local community of sneakerheads who can come together and share their universal love for all things related to kicks and culture.
Shoppers will find the very best of the brand across Sport and Style including Football and Sport Performance apparel and footwear as well as the latest Originals designs and collaborations including YEEZY, adidas by Stella McCartney, Y-3 and IVY PARK.
The store will also introduce the first dedicated Outdoor collection in the region for hiking and trail running adventurers. The space will house a dedicated area for Women and Kids within the flagship and a DXB shop for all Dubai exclusive products that will be only available in this store. The Kid’s area will have an interactive Football and Basketball game section, providing an engaging sport experience for the young consumers.
Please visit adidas.com or download the adidas App to find out the latest calendar of free entry special in-store events, opening hours, and more on the new adidas flagship store in The Dubai Mall.