adidas
summer 2008


adidas' concept of an interactive consumer experience in Beijing

On 5 July 2008 adidas opened its largest adidas Brand Center worldwide in Beijing, China, the host city of this year’s Olympic Games.

fig.: The Brand Center is part of the new Sanlitun Village Shopping Center, located in Beijing’s Chaoyang District, only minutes away from major Beijing tourist attractions as well as the Workers’ Stadium, one of the venues for the Olympic Football Tournament.

With a space of 3,170m² it is the biggest adidas store worldwide. adidas will have approximately 5,000 retail stores open in China by the end of this year.

Interactive Zones

Under one roof products from all adidas categories are presented in a new scenery with interactive zones such as the miCoach Core Skills, a juice bar, a dedicated ‘Urban’ area for pop-up exhibitions and events, a basketball court on the rooftop, ... and a kids’ interactive zone where younger adidas fans can experience the enjoyment of playing sports.

Creative Space to explore Trends in Art, Music, Culture

For the first time adidas offers consumers the creative space "Urban" for exploring and showcasing exciting trends and ideas in art, music and culture, as well as the latest and most innovative concepts from the adidas brand itself. This area will host a series of events, including concerts, art exhibitions, and consumer forums and meetings, making it the cultural center of the adidas Brand Center.

Test your Balance, Speed, Jump

In the interactive zone miCoach Core Skills you can test your skills in balance, speed and jump, compare your results to your sporting heroes and get personalized training recommendations based on scientific research, using a number of innovative, interactive devices.

more interior>>>

fig.: On four floors inside the new Sanlitun Village Shopping Center adidas invites to product presentations of both divisions Sport Performance and Sport Style including Originals, Y-3 and Stella McCartney.