Adidas Flagship Store London

Adidas Oxford Street London

Adidas Retail store featuring the brand’s signature athletic footwear, clothes & accessories. Adidas store spans four floors and more than 269,000 sq ft, and is jam packed with a dizzying array of digital innovations. The full spectrum of Adidas products – men’s and women’s wear, football kit, “young athletes” ranges, Adidas by Stella McCartney, Y-3 and Adidas Originals are all housed in the store – which also features a permanent section focusing on its sustainable innovations.

A  “beacon”, where shoppers can engage with the brand and product: “We talk about the rise of online retail, but there are still times when customers want to touch and feel products. They come to the store to explore the stories of the products further. So, we’re looking at how we can explore those stories and bring them to life in new ways.”

The store’s London-focus is striking. Exclusive products – LDN designs on T-shirts and posters – are available on the ground floor, while visuals in the fitting room depict London athletes and sports teams, and the badges available in the MakerLab customisation station show typical London imagery such as black cabs. There are also artworks from London artists including Lucy Bryant and Gary Lockwood in the store. The store features two “running labs” for customers to test product on treadmills. These stand in front of a large, responsive screen giving shoppers the sense they are “running” through London landscapes. Digital innovation is key to the store, and while some of this takes the form of dazzling screens and campaign videos, the team is keen to stress that the focus is on how digital can be embedded into the space to enhance brand storytelling and customer experience.

Roland Auschel Executive Global Sales

Roland Auschel Adidas Global Sales

“This isn’t just a digital store with screens dotted around the space. This is digital through the lens of the consumer, using digital to enhance the store experience,”