Adidas Flagship, New York City

Designed by: Adidas with Checkland Kindleysides and Gensler NY
For client: Adidas Floor area: 4180.00 M² Year of completion: 2016
Nominated for: Single-Brand Store of the Year

Adidas Nyc Hero Image 1
© Dirk Tacke

The digital wall sets the stage and creates an immersive atmosphere, serving as the backdrop to the stadium concept and products. Content ranges from brand campaigns to speaker series, which transform the wall into an opportunity for stories and presentations. The content is filtered to echo the ambient mood, respond to the time of day, local weather and the rhythm of the in-store music.

About the Project

Adidas NYC is the largest Adidas store in the world. As the first brand flagship, the store forms a global landmark and debuts the stadium concept – the purest physical manifestation of the brand. The design heralds a new era in how creativity is articulated in-store, by bringing a consumer-powered experience to athletes craving a more tailored and personal connection to sport.

The New York City store is a raw manifestation of a high school stadium, in which every element within the space has been rigorously challenged to conform to this aesthetic vision. The culmination of this approach results in a soulful and honest reflection of sport and presents the brand as the facilitator to enable the sportsman or woman to create and achieve whatever they put their mind to.

For this to be a success it was critical that hype was built prior to launch. Dedicated social media accounts helped to nurture an authentic sporting community, while local sporting events forged connections between the brand, the city and its people. This activity culminated in a high-profile influencer event at the store to celebrate the opening and drive global conversations online.

What’s unique about it

Adidas calls its target consumers ‘creators’, and the store’s interior design as well as each in-store initiative is intended to wow them. The concept is underpinned by the assumption that each customer who walks into the flagship store is giving Adidas 25 minutes of their lives, and will not do so again for a year- so the store is an opportunity to provide the ultimate brand experience.

The space lives and breathes New York City, seamlessly connecting its people, events and locations in real time, amplifying consumer engagement. A revolutionary digital strategy aligns all streams of online communications and social media, blending the online world with the physical space. This creates a network of micro-moments that connect in and out of the store, making the flagship central to the creator's journey.

Within the store, digital content that blends sporting moments and personalized content is executed across four technology-powered platforms. From a digital wall that sets the stage with brand campaigns to spectator stands that showcase live sporting events, the atmosphere has a real sense of community that is relatable, energetic and captures the essence of the city. 

Elsewhere, a track and turf section encourages consumers to wear-test the products, and the Mi-adidas Customisation Area empowers creators to stamp their personalities on the clothing and accessories. In addition, a juice bar offers social and knowledge-sharing environment, with free nutritional advice and produce from small local businesses.

Adidas Nyc Hero Image 2
© Dirk Tacke

A key feature of the store is the lighting, which overarches the space and creates a literal expression of the stadium concept.

Adidas Nyc Hero Image 3
© Dirk Tacke

The track and turf section encourages customers to wear-test products against a digital backdrop of popular NYC running routes.

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© Dirk Tacke

The store design is a raw, low-fi expression of a high school stadium – the purest physical manifestation of the brand. Each element within the space has been rigorously challenged to conform to this aesthetic vision including the store entrance, which mimics the tunnel athletes and sports stars walk through before entering an arena.

Adidas Nyc 5
© Dirk Tacke

Spectator stands drive customers in-store, where they can watch sporting events from around the world. These are also blended with local sports channels, NYC teams’ player profiles and a kiss cam, which adds a playful aspect.

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© Dirk Tacke

Clear navigation guides customers around the space.

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© Dirk Tacke

The Mi-adidas Customisation Area empowers creators to put their stamp on products. Once complete, creators can publish and share their designs to inspire others.

Adidas Nyc 8
© Dirk Tacke

Customers can see product in-store, and access additional colourways, sizes and home delivery using digital touchpoints.

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© Dirk Tacke

A juice bar offers social and knowledge-sharing environment, with free nutritional advice and produce from small local businesses.

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© Dirk Tacke

Products specific to New York City can be purchased in-store, connecting the store to its location.

Adidas NYC - The Future of Sport

Location of project:
Credits:

Checkland Kindleysides

Gensler NY

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