Adidas opened a new one on Fifth Avenue in new york. This is ADIDAS’s 13th store in new york and currently ADIDAS’s largest offline store in the world, covering 45,000 square feet. 6 square meters ).
Up to now, ADIDAS has more than 260 stores in the United States and the total number of stores in the world.
ADIDAS’s world’s largest flagship store opened with architectural inspiration from the US High School Gymnasium
The design of the new store was inspired by the high school gymnasium in the United States, which has a total of four floors. When you step into this store, you may really mistakenly assume that you have arrived at a gymnasium.
First, the entrance to the store was designed as a common access entrance to the gymnasium. The stairs in the store were made of cement, and the painting and decoration of the walls and floors were done according to the practices of the North American university gymnasium. Even the design style of the fitting room also referred to the locker room of the US high school gymnasium.. The checkout counter on each floor is like the ticket office in the gymnasium. There are also many large screens of TV in this store. Customers can sit on the stands facing the street and watch the live sports broadcast, or enjoy the scenery of new york in the stands..
Men’s merchandise in the store is located on the first and second floors, with a stand between the two floors, where customers watch the game live. Women’s goods are located on the third floor, while the fourth floor is the display area of ADIDAS classic series and youth series.
After passing through the aisle entrance, customers will first see all the latest products of ADIDAS. Next to the new product area is GRASS Rooms, where customers can buy juice and snacks, etc. Adidas’s personal fitness coach also provides food and fitness advice to consumers in this area.. There is a bronze statue of Adolf ” ADI” DASS LER, the founder of ADIDAS made in real-life proportions, in the event stand area.. This is also the only place besides ADIDAS’s headquarters where the founder’s statue has been built.
There is a huge shoe wall in the men’s merchandise area to display merchandise, as well as custom-made jerseys and equipment such as treadmills, through which customers can experience merchandise.
The highlight of the women’s merchandise area on the third floor is that women consumers can determine the appropriate underwear support, underwear size and cup shape through ADIDAS’s latest BRA Finder technology. There is also a mini runway on this floor for consumers to conduct field tests before purchasing. The fourth floor is the product display of ADIDAS’s classic series, which also provides customized services.
In an interview with the media, Claire Midwood, senior vice president of Adidas, will apply this design style to other stores in Adidas in the future, but will make corresponding adjustments according to the city. ” Now consumers do not just want to simply buy goods, they also attach importance to the shopping experience. ”
Some foreign media think that this move can be seen as an important move for ADIDAS to develop its North American market strategy.. Midwood also said that one of ADIDAS’s development strategies is to ” win over important cities” and new york is the focus of the development plan..
new york not only has sports trends and street culture, but also is a place where many fashions are springing up. The design style of the new store is very in tune with the company’s overall planning.
Midwood added that ADIDAS’s retail sales are expected to account for 60 % of total sales by 2020.
Competitor Nike has a similar routine
Not only ADIDAS, Nike has long been a unique offline store. In November, Nike announced that it would open a five-story flagship store covering 55,000 square feet ( 5109 square meters ) in Soho, new york’s trendy gathering place.. This store is only a block away from the new Adidas Originals flagship store opened in August this year.
This is how Nike introduced the store:
To provide customers with the most Nike personalized service and realize seamless connection between digital and physical store platforms.
Where is this store in particular? For example, here is the biggest shoe wall in Nike stores in the world for Sneaker Head, lebron james’s new automatic shoelace shoe HyperAdapt 1. 0 is also on display here. In order to comply with the new slogan ” New York Made” of the new store, customers can print the shoes with new york city-defined patterns in the store..
There are also different training areas, such as running areas for runners, and there is a treadmill with a large screen so that customers can run in the interview. The store also offers Nike + Basketball Trial Zone, half the size of a basketball court, which simulates the real reality on the large screen of the stadium and the basketball stand can also be adjusted in height. In addition, there are also artificial turf football fields laid here, which also carefully provide rest areas for female customers.
Are all sports clothing stores, where is the difference?
In contrast, ADIDAS prefers to create an atmosphere in which customers who come to buy feel ” Adidas – style new york trend”, and this ” suit local conditions” approach is also reflected in Adidas’ various brand lines, such as Adidas Neo series, which mainly focuses on sports and leisure and also integrates street culture, Stan Smith small white shoes with retro style, and NMD for youth market, etc..
Nike’s new stores tend to combine shopping with experience and use technology to enhance user experience. Technology is also a ” mashup” that Nike has loved in recent years. For example, Nike HyperAdapt 1, an automatic shoelace that has recently been sold. 0. Previous Nike 3D Print Sports Pack, not to mention Apple Watch Nike + . Nike has also provided VR experience to customers at the offline clinic.
In addition to Nike and Adidas, Underarmor ( UA ) set up a manufacturing innovation center in Baltimore in June this year, bringing together cutting-edge technologies such as 3D printing and robot production. UA also plans to open a large flagship store in new york in 2019.
Why do sports brands compete to open stores here in new york, USA?
ADIDAS announced its ” Five – Year Plan” in 2015, which mentions that ADIDAS plans to increase investment in major consumer markets, including Los Angeles, new york, London, Paris, Shanghai and Tokyo. At the same time, ADIDAS also adjusted the proportion of retail business from about 50 % in 2014 to 60 % in five years. ADIDAS also said that 500 to 600 stores will be opened in the five years..
( ADIDAS currently has 2751 stores worldwide, with data from )
How much attention has been paid to new york and Los Angeles? Roland aus chel, director of global sales at adidas, once said: ” if adidas wins in new york and los angeles, it is equivalent to winning in the us market.”. ”
In 2014, ADIDAS was overtaken by UA in the U.S. market and did not regain its ” throne” until 2015. In the first half of 2016, ADIDAS’s revenue growth in North America reached 21 % year on year, and after the fiscal year 2015 and the first quarter of 2016, ADIDAS handed in double-digit growth report cards again..
Nike’s future development plan announced in 2015 mentioned raising its annual sales target to $ 50 billion by 2020. Foreign media compared Nike’s revenue level in various fields in 2015 with its 2020 goal:
It can be seen that if Nike wants to reach its goal, the biggest force will be the e-commerce industry, and the second largest will be direct sales. Nike needs to grow at least 142 % from its current direct revenue before it can reach its goal.
The United States is one of Adidas’ biggest markets ( in addition to greater China and western Europe ) and is also a must for sports brands. The American street culture can be said to be the origin of sports culture, and it is also the place where various new sports trends are launched.. The United States is undoubtedly the key development market for Nike, Adidas, UA and other sports brands.
With the rising tide of consumer upgrading, consumers have gone from buying ” products” to wanting to buy ” lifestyle” and offline stores are no longer just direct retailing. With e-commerce still providing a lot of revenue, the responsibility of offline stores to create a ” sense of life” may be the main reason why brands are willing to pay high rents and build large flagship stores in cities..
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