In June 5th, 2008 Adidas has opened in Beijing, China, its adidas Brand Center, the largest adidas store worldwide.

According to adidas, this brand center is a sign that the adidas retail experience gets to a new level:

“The opening of the world’s first adidas Brand Center is another milestone in securing market leadership in China, one of the world’s most important markets for the adidas brand,” – said commenting this event Erich Stamminger, President of the adidas brand. “The Beijing adidas Brand Center will serve as a role model for our concept stores in key metropolitan cities around the world.”

The main feature of this adidas store is not only a big trading square (3 170 m2) but also a big quantity of interactive zones.

For example, consumers have a possibility to test their skills in balance, speed and jump, compare their results to their sporting heroes and get personalized training recommendations based on scientific research, using a number of interactive devices.

Additionally, the brand has a special area to host to a series of events, including concerts, art exhibitions, consumer forums and meetings in order to make the adidas Brand Center also a cultural center.



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