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Adidas 'HOMECOURT' & 'NEIGHBOURHOOD' concepts come to India

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NEWS
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1.39K   //    02 May 2016, 11:50 IST
Virat Kohli and Chris Gayle at the launch of adidas retail concept store in Bangalore

Bengaluru: Adidas today launched its first global concept stores in India, the new formats of HomeCourt and Neighborhood in Bengaluru city. Sporting icons and adidas athletes Virat Kohli and Chris Gayle were present to introduce the new flagship adidas concept stores.

Located at VR Bengaluru in Whitefield, HomeCourt brings the passion for sports, design and innovation to a brand new level by creating a unique and interactive experience for the consumers; while Neighbourhood enhances the manifesto of adidas’ Originals collections by uniquely translating the spirit of the city into the store adaptations that connect with these communities’ creative youth cultures.

Speaking at the opening, Dave Thomas, Managing Director, adidas Group India, said, “This is the next generation of retail concepts and we are excited to introduce this experience in India.  Our new retail concepts offer a consumer experience unlike any that adidas consumers have enjoyed before. We have created stores where our consumers are at the very heart of the adidas brand. We are committed to constant innovation within our retail space and to further strengthen our leadership position, more openings are planned during the course of the year.”

“This is a new dimension in retailing! HomeCourt moves our retail response to bring our consumers the adidas experience and story telling. It allows them to participate with our brand and creates an energetic and changing space, where they can feel the energy of the game and the thrill of the event from the moment they step inside. While the Neighbourhood format store is designed to reflect the aesthetic adidas has pioneered over the years and strengthen the bond between adidas and its streetwear consumers, reminding everyone that Originals is still one of the pioneers in street style inspired sportswear“ says Damyant Singh, Sr. Marketing Director, adidas India.

He further adds, “We want our consumers to really understand our point of view and understand what it is like to be with adidas and what we can offer them.”

Spread across 3800 sq. feet, adidas reference sport in every element in the HomeCourt concept store from the materials selected to the inspirations of the designs to even the tools used for story telling. The sport banners, fitting rooms and the stadium inspired store entrance, all reference interactive sporting venues. Premiering at the heart of adidas HomeCourt environment is the footwear zone placed in the centre of the floor radiating to the apparel categories that surround it. It creates a central spot that brings to life the focused energy of game day.  HomeCourt brings to forefront the cutting-edge technology and innovation of the adidas products including the Boost running range. The football zone complete with iconic boots, European club jerseys and a fantastic framework provides the best in class retail experience to feel the energy of the sport.

The 1350 sq ft Neighbourhood concept enables adidas Originals to represent the brand with authority, showcasing the full breadth and depth of its product portfolio- from iconic stories like the Superstar and Stan Smith, to revolutionary products and collaborations such as the NMD, Tubular, Pharrell Williams, Rita Ora and Kanye West for Yeezy collection, that redefine street culture.

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