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Adidas Bluewater Homecourt

Adidas HomeCourt concept store arrives in the UK with first store opening in Bluewater

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By Gillian West, Social media manager

April 12, 2014 | 3 min read

Sportswear brand Adidas has brought its HomeCourt concept store to UK shores opening in Kent’s Bluewater shopping centre.

Created by StartJG, the HomeCourt stores are designed to bring fans a truly interactive retail experience, with the new store inspired by the sights and sounds of a sports stadium.

The UK store is the second of its kind following the Beijing store’s premiere earlier this year.

The 5,454 sq. ft concept store has a well-timed football focus, tying in with the World Cup. Shoppers enter the store via a stadium tunnel, kicking off the in-store experience. At the heart of the store is the Shoebase area which includes and interactive table with two large touchscreens to help customers find the right product and connect directly to Adidas’ online shop. Every element of the store has been designed to make shoppers feel like they are in their very own sports arena with shoppers immersed in the sports stadium experience from the moment they enter.

“We’re committed to constant innovation within our retail space, looking for ways to offer our customers a unique shopping experience. We are really excited about our HomeCourt concept as it gives consumers the opportunity to experience the entire breadth and depth of the Adidas brand in a sports performance led environment. Bluewater was the perfect destination for the first store of its kind in the UK due the vast customer base that it services across the South East of England and the already premium shopping experience that it offers,” commented Rupert Campbell, director of Adidas UK Own Retail.

Bluewater general manager, Robert Goodman, added: “Adidas’ selection of Bluewater for its first HomeCourt store in Europe is a great endorsement of our position as the first choice destination for leading international brands wishing to create statement stores. The concept is quite unique and will make a significant contribution to the experience for guests.”

A host of activity has been planned to celebrate the store opening in the run-up to Easter with a limited number of shoppers given the chance to meet and greet West Ham players. Kiss FM is also hosting a one-off show from inside the store and a bespoke photo booth will enable shoppers to capture their ‘all in’ celebration with the Brazuca – the official 2014 FIFA World Cup Brazil match ball.

Adidas Bluewater Homecourt

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