BEIJING (AdAgeChina.com) -- Adidas has opened its largest store worldwide in Beijing. The Adidas Brand Center puts all products from both of the German company's divisions, Sport Performance and Sport Style including Originals and Y-3, under one roof for the first time.
The four-story center, which measures 3,170 square meters (34,120 square feet), will serve as a role model for other Adidas concept stores in key metropolitan cities around the world, said Erich Stamminger, president of the Adidas brand, at the store's opening last month. It is located in the Sanlitun Village Shopping Center in the capital's Chaoyang District.
The store features experience zones such as mi Originals, mi adidas, a juice bar, an urban area for pop-up exhibitions and events in art, music and culture, a basketball court on the rooftop, a concierge desk and a kids' interactive zone.
The center also has a miCoach Core Skills zone that lets customers utilize technologies normally only available in professional level sports facilities. For example, visitors can test their skills in balance, speed and jumping prowess and compare their results to famous professional athletes.
Adidas, like its global rival Nike, has identified China as one of the most important growth markets. The Olympic sponsor will have approximately 5,000 retail stores open in the mainland by the end of this year. Nike will have about 4,000 stores in China by the end of 2008.
In a recent interview with the German weekly magazine WirtschaftsWoche, the company's chief executive Herbert Hainer stated Adidas will overtake Nike as the leading sportswear brand in China by the end of 2008, based on total Adidas revenues above $1 billion in that market so far this year.