Adidas goes 'All In' in Beijing with new retail concept complete with digital centrepiece

The first Home Court Arena was installed in Beijing

Adidas has worked with StartJG to create a digital centrepiece for its new global retail concept, HomeCourt, premiered in Beijing earlier this year.

Celebrating Adidas’ sports heritage HomeCourt provides consumers with an interactive retail experience and will be implemented in 25 stores globally over the course of 2014.

“Our new retail concept HomeCourt offers a consumer experience unlike any that Adidas fans have enjoyed before. We have created a store where our consumers are at the very heart of the Adidas brand,” said Michael Stanier, chief sales officer consumer direct. “At the Beijing Adidas Brand Centre we have kicked off the next generation of retail concepts which I am very excited about. We look forward to bringing this concept to Adidas fans around the world this year.”

The Shoebase at the centre of the store focuses on the brands footwear offering with interactive elements. Designed by StartJG the digital interface gives consumers multiple entry points into the shoe buying experience – from ‘hunters’ to ‘prospects’ and ‘browsers’.

Through two touchscreens customers can find the right product for them or find out more information about a chosen project. A shoe finder connected to the Adidas online shop also helps customers locate items which may be out of stock in their current store.

“The HomeCourt digital experience allows consumers to go beyond the physical, interrogate their decisions and get the best recommendations based on their needs,” explained Joey Scully, creative director, EXD StartJG.

Mobile access to the interface enables staff in the store to centralise and unify the way they communicate and sell to potential customers.

In April 2014, Adidas will open its first South American HomeCourt store in Rio de Janerio (Brazil), followed by a UK debut in Bluewater, Kent and Harrods, London. March 2014 will see the launch of the first Adidas Originals ‘Neighbourhood’ concept store in Berlin.

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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