Adidas Megastore opens in Paris

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Adidas-Salomon has opened a massive retail shop in the heart of the French capital, offering the German sportswear giant a prime location for showing off the newest elements of its apparel and sporting gear lines and capitalizing on its high brand notoriety among local consumers.

The 1,600-square-meter Adidas Megastore features more than 400 shoe models, clothing for a wide range of activities and ski equipment from its French division Salomon. All told, more than 2,800 Adidas products are on display across the three-themed floors of the store.

Golf equipment from TaylorMade will be introduced later this year at the store, which is located on the famous Rue de Rivoli shopping street, a stone's throw from the Louvre and one of the city's busiest avenues.

Paris is the first city to open an Adidas Megastore, an honor that marketing execs at the German firm attribute due to strong consumer affiliation linked to the country's double victories in the 1998 World Cup and 2000 European Cup soccer championships.

Adidas plans to export the Megastore concept to other cities in Europe and North America, and hopes to see each unit turn a profit. Company officials insist the project does not signal a move away from the company's core manufacturing business.

Copyright February 2001, Crain Communications Inc.

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