Adidas opens retail specialist store in Soho

Sportswear and sporting goods retailer Adidas, which opened a striking global flagship retail store on Oxford Street, London, late in 2019, opened a new retail store late last year dedicated to its Originals range on Carnaby Street.

The flagship offers some of the retail specialist’s most exclusive product releases, including Spezial, Ivy Park and YEEZY, as well as hyper-local sporting goods stories and collections. These include the limited-edition Elland SPZL trainer, released as part of the Creators Club week, available to collect and also buy exclusively from the Carnaby Street specialist store.

With London’s creativity front of mind, throughout the retail store there are installations designed by local artists. Designers Paolina Russo and Bethany Williams with Melissa Kitty Jaram have one-off pieces, and neon lights have been produced by the familiar God’s Own Junkyard.

Adidas boot

Archive sporting goods are on display across both floors, which reference Adidas Originals’ connection to music, fashion and terrace culture and celebrate the sportswear brand history of Adidas as a ‘creator brand’.

Further spaces include a DJ set-up and vintage encased speaker system made by Pioneer DJ, available to be used by consumers, and interchangeable spaces for activations. A dedicated area for the Adidas Spezial collection has a custom-designed Spezial pool table and consumers can also purchase a limited-edition Adidas Spezial pool set, only available at the Carnaby store.

Adidas Originals pool table

In terms of sustainability, the retail specialist has created the retail store with BREEAM-certified materials, alongside reclaimed wooden flooring and upcycled furniture. In a nod to the brand’s vision to be carbon-neutral by 2050, the store’s design includes an eye-catching Stan Smith 3D printed trefoil mural containing living plants.

Chris Walsh, VP Brand Adidas, North Europe, said: “The new Adidas Originals flagship is one of the best expressions of our brand, combining creativity and sustainability with commerce, and creating a Home of Originals for London creators. The store will become the destination for the most in demand Adidas Originals product in London.”

Adidas Originals interior

Additionally, MAPIC 2020 digital held a live session on November 18th, 10:30am called (RE)BUILDING THE NEXT RETAIL GENERATION – Part 1 – FNAC-DARTY. Read about the session here.


About Author

Mark Faithfull is Editor of the MAPIC Preview and News Magazines, as well as Editor of online publication and analysis specialist Retail Property Analyst.

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