Adidas, The World'S First Brand Center, Has A Grand Opening In Beijing.
In order to welcome the 2008 Olympic Games in Beijing, Adidas's first global brand Center settled in Sanlitun, Beijing. In July 5th, 00:00 officially opened. The Adidas brand center displays the latest retail store image of the brand, bringing together Adidas's two major product line sports performance series and sports fashion series (including Originals classic and Y3) in the same store, which greatly enriched the shopping choices of consumers. What's more, it is worth mentioning that the brand new Adidas brand center has subverted the image of traditional sports retail stores: the store has carefully set up a series of interactive experience zones in China and even the world for the first time, enabling consumers to acquire more sports experience and services while shopping, and upgrade shopping to a consumption experience. Alex Temin G, President of Adidas global brand, Bai Wenkang, director general of Adidas Greater China, and NBA superstar Gilbert Arenas cut the ribbon for the new store. Luo Xuejuan, the 100 meter gold medal winner of the Athens Olympic Games, Gao Min, "Queen of diving" Gao Min came to congratulate them.
Football monopoly area
Located in the newly built Beijing Sanlitun shopping center, the Adidas brand center has four floors, with a total area of 3170 square meters. This is also Adidas's largest retail store in the world. Alex Temin G, Adidas's global president, said: "China has become one of the most important markets in Adidas. The first brand center opened in Beijing has become another important milestone for us to consolidate the leading position of the brand in the Chinese market. At the same time, it will also become a model of Adidas's main concept store in the world. Bai Wenkang, managing director of Adidas Greater China, added: "the brand new Adidas brand will display the Adidas brand to Chinese consumers and all those who will visit Beijing during the Olympic Games. We are very happy that the first brand center in the world can settle in Beijing. "
Basketball monopoly area
The brand new Adidas brand center aims at providing consumers with unprecedented consumption experience: the large steel structure decorated by glass curtain walls has a full sense of the future. Consumers can not only get a more complete selection of products here, but also a series of interactive areas with innovative ideas and cutting-edge technologies, which provide people with much more experience and pleasure than shopping itself. In the Adidas brand center, consumers can customize professional sports training programs in "Mi Coach", make personal exclusive sneakers in "Mi Adidas" and "Mi Originals", experience the integration of brand and art, music and culture in "Urban creative space", get special services such as product delivery and Adidas exclusive modeling at the ritual guest inquiry office, rest at "juice bar", and even play ball games on "roof basketball court".
球衣燙印區(qū)
At the opening ceremony, the athletes who came to the stadium set up the "brand ambassadors" to take the lead in experiencing and demonstrating all the interactive areas in the shop: the "Diving Queen" was seated in the "Mi Coach" core technology experience area, demonstrating that MI Coach helped customize the professional sports training program through personalized means; Luo Xuejuan, the first gold medalist of the Athens Olympic Games, presented the high-tech products specially designed by Adidas for the 2008 Olympic Games in Beijing through the interactive device in the Olympic brand release area; NBA star Gilbert Arenas kicked off the roof basketball court. As the climax of the opening ceremony, a great show featuring the world famous model Rhododendron and Mo Wan Dan, entertainment star GUI Lun Mei and Joseph Cheng guest stars has shown the charm of Adidas's different brand products.
Childishness challenge area
Key highlights
Mi Coach core technology experience area
One of the highlights of Adidas brand center, Sanlitun store in Beijing, is the MI Coach core technology experience area, which helps consumers to customize professional sports training programs through personalized means. In addition, Adidas's latest technology in the experience area can evaluate its own sports skills and recommend personalized product portfolios for consumers. Through the MI Coach core technology, consumers who visit Adidas brand center can test their physical fitness and balance ability through the omni-directional system, touch screen interface and other equipment. According to the test results, we analyze the sports technology level of consumers, and recommend the corresponding sports plan accordingly.
Mi Originals interactive original area
Adidas Brand Center - mi Originals interactive original district of Sanlitun store in Beijing is the debut of the project in the Asian market. Based on the unique sales concept of Adidas Originals Atelier product series, the interactive characteristics of the region can enable consumers to fully tap the potential of design, give full play to their imagination, and design their own personalized sports shoes. Customers can use custom tools to specify color schemes, product fabrics, size specifications and application technology on the basis of Atelier's two classic shoes: Superstar and ZX700, and create their own personality tidal shoes.
Mi Adidas interactive original area
Mi Adidas interactive original district has the same idea as mi Originals, giving consumers the chance to build their own Adidas sports performance series. Mi Adidas is actually the abbreviation of my individual Adidas (my own Adidas), which aims to help consumers create their own unique Adidas sports shoes according to their individual needs. This interactive technology enables consumers to get a pair of personalized sports shoes suitable for their comfort, mobility and fashion.
Stella McCartney Designs Women's clothing for Adidas.
Brand release area - Olympic Area
As the exclusive resource of Adidas's first brand center in the world, the Olympic brand release area allows consumers to make a close contact with Adidas's products, design and technology for the 2008 Beijing Olympic Games. Adidas is not only the official partner of the 2008 Beijing Olympic Games and the Chinese Olympic Committee, but also the competition products and special clothing for 27 of the 28 Olympic Games, and this Olympic tradition is destined to become the most exciting consumer attraction in Sanlitun store.
Adidas fashion show (from left to right Rhododendron Lunmei Kwai, Joseph Cheng, Mo Wandan)
Jersey hot stamping area
The Jersey hot stamping area is located in the center of the football products area of Adidas Sanlitun store, which enables the football fans to customize their own football shirts only through simple key operations. After choosing the clothes of the most favorite team, consumers only need to enter the number of their own shirts and their names in English. Adidas's unique sophisticated intelligent horizontal stamping technology can easily cope with the rest of the work. Within 20 minutes, consumers can go to the shop concierge inquiry office to extract this unique product from the world.
Childishness challenge area
Inspired by the MI Coach core technology experience area, the children's challenge area, located on the two floor of the brand center, provides corresponding skills test equipment for children aged 6 to 12, and tests the ability to respond to running and jumping in a lively and interesting way. Of course, children can compare the test results with each other and understand their actual differences with sports stars in these areas. The childishness challenge area does not over emphasize the scientificity of the skill test. It only focuses on encouraging children to better participate in the enjoyment of sports.
Urban creative space
The Urban area, located on the four floor of Adidas brand center, is a new concept of creative space, which mainly embodies the integration of various elements such as brand and art, music and culture. Here, Adidas will display the most powerful concept of its brand and provide an opportunity for consumers to explore. A series of activities will be held in the region, including concerts, art exhibitions, new releases, fashion shows and so on.
After the unveiling of the Sanlitun store, the Urban region will first launch a two week Exhibition on human shoes, called Shoetales. The exhibition is jointly launched by Adidas little ART e.V., focusing on the evolution of shoes, a daily necessities, and will communicate and communicate with children and adolescents in an artistic way.
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