- Dubai will be home to the first adidas flagship store across the Middle East, India and Africa, located in The Dubai Mall
- The flagship will be the most digitally connected adidas store in the Middle East with over 60 consumer-facing digital touchpoints, as well as the most sustainable adidas store in the region, offering shoppers a unique and re-imagined phygital experience with innovation at its core
- A bespoke line up of in-store services including MakerLab and Crep Protect sneaker cleaning services will be offered within the space
- First in the region for a dedicated Outdoor sports category within an adidas store
- Products exclusive to Dubai will be available to shoppers within the store’s “DXB Shop”
Dubai, February 23, 2021 – adidas announces the opening of its first-ever flagship store in the region. Located in The Dubai Mall, the new adidas store symbolizes the start of a new era of sports – one that is embedded in digital advancements and sustainable practices and embodies the future of retail experience.
“We are thrilled to open our first global flagship store in the region at The Dubai Mall, opening on February 25th. This new flagship brings the very best of our brand in an unrivaled shopping experience where physical and digital meet,” said Dave Thomas, Managing Director of Emerging Markets, adidas. “With Dubai increasingly becoming a hub for innovation, creativity, and sustainability, our futuristic retail concept corresponds with the DNA and vision of this dynamic and exciting city.”
The unique space, which stretches almost 16,000sqft, aims to transcend the traditional shopping journey, improve consumer-brand interaction, and inspire creativity throughout various store activations.
Throughout the space, consideration has been given to respecting and protecting the environment by using an extensive range of sustainable and responsibly sourced materials, including recycled plastic, foam and textiles. As the most sustainable adidas store in the region so far, the store is gold LEED-certified, an internationally recognized green building certification system that guarantees the project has been designed and implemented at the highest level of sustainability. In line with the brand’s long-term commitment to sustainability, the flagship serves as an immersive experience where consumers can find sustainable product highlights and educate themselves by engaging digital and analogue experiences.
The adidas flagship store in The Dubai Mall offers innovative digital signage technologies such as digital ceilings and a digital footwear wall. It provides an uninterrupted browsing experience, immersing the shopper and enabling an intelligently tailored store experience that blurs the lines of digital and physical touchpoints. With the latest mobile technology, consumers will have an uninterrupted shopping journey. The adidas app allows for a premium in-store experience with a real-time product scan and a try-it-on feature called ‘Bring it to Me.’ They can check their sizes, request the product they want, and have it delivered while browsing the store. Shoppers can also book services through the app and sign up for in-store events.
The store offers a game-changing consumer experience with interactive changing room mirrors that use RFID technology to recognize products and provide information. Shoppers will be able to request different sizes and colors without leaving the space. The avant-garde technology integrates customers with the brand’s internal process, allowing them to browse through stocks, sizes and various products via smart mirrors and immersive screens in-store. The RFID Smart Fitting Room experience is complemented with the immersive fitting rooms where consumers can see what they look like in a real-world scenario by selecting the fitting room environment on a touch screen.
“The opening of the adidas flagship store at The Dubai Mall is a further testament to our commitment to go beyond the traditional consumer shopping experience and offer innovative, collaborative, and memorable retail experiences to our visitors,” said Emaar spokesperson.
The MakerLab is in the center of the store and provides an unparalleled offering in the region, giving customers a chance to showcase their individuality by customizing their products. Offering a gateway to creativity in all its forms, this space will be activated regularly with specialized designers providing activations in-store. Headline activities include customization through patches, laser engravings, printing, embroidery and more.
To further create a one-stop-shop for all sneaker requirements, Crep Protect, the London sneaker service and market innovators in the shoe care industry, will be offering a range of services in-store to keep consumer’s sneakers box fresh. adidas aims to nurture the local community of sneakerheads who can come together and share their universal love for all things related to kicks and culture.
Shoppers will find the very best of the brand across Sport and Style including Football and Sport Performance apparel and footwear as well as the latest Originals designs and collaborations including YEEZY, adidas by Stella McCartney, Y-3 and IVY PARK.
The store will also introduce the first dedicated Outdoor collection in the region for hiking and trail running adventurers. The space will house a dedicated area for Women and Kids within the flagship and a DXB shop for all Dubai exclusive products that will be only available in this store. The Kid’s area will have an interactive Football and Basketball game section, providing an engaging sport experience for the young consumers.
adidas is a global leader in the sporting goods industry. Headquartered in Herzogenaurach/Germany, the company employs around 59,500 people across the globe and generated sales of € 23.6 billion in 2019.
About The Dubai Mall
The Dubai Mall is an integral part of Downtown Dubai, the flagship mega-project by Emaar Properties. At 15 million sq ft, the mall’s total area is equivalent in size to 200 soccer pitches.
With a total internal floor area of 7.6 million sq ft, The Dubai Mall has 4.8 million sq ft of gross leasable space and over 1,700 retail stores, two anchor department stores and more than 200 food and beverage outlets. In addition are the adjoining 5-star premium hotel, Address Dubai Mall with 244 rooms and 449 serviced residences, and 12,500 undercover car park spaces spread across three levels.
The mall’s promenade is lined with an array of themed cafés and restaurants, each offering an al-fresco dining experience with views of The Dubai Fountain and Burj Khalifa, the world’s tallest building.
The Dubai Mall acts as a gateway for visitors to the Burj Khalifa. The highpoint of the Burj Khalifa experience, which welcomes visitors from around the world, are the mesmerising views from its observation decks: At the Top, Burj Khalifa SKY which combines tours to levels 148 and 125 and At the Top, Burj Khalifa located on level 124.
The Dubai Mall is directly connected to the Burj Khalifa/The Dubai Mall Metro Station by an 820-metre long pedestrian link enhancing the convenience of visitors’ access to the mall and Burj Khalifa and contributing to the sustainable transport initiatives of the Dubai Government.
The Dubai Mall was recently recognised for its excellence in customer service standards, receiving the Best Service Performance Brand Award 2020 for Shopping Centres in the Dubai Service Excellence Scheme (DSES). Established by the Department of Economic Development, DSES is aimed at raising the customer service standards in Dubai and recognising businesses that offer excellent service for their customers.
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