Adidas has opened an interactive sports stadium format store in Kent’s Bluewater shopping centre where customers enter to sounds of a cheering crowd.
The sports brand has designed the 5,484 sq ft ‘HomeCourt’ store so shoppers feel like they are in a sports arena.
The store entrance is designed to look like a stadium tunnel and customers enter to sounds of cheering crowds, so they feel like football players running out on to the pitch.
At the middle of the store is the Adidas Shoebase which features an interactive table with two big touchscreens to help customers find the right product. It is also connected directly to Adidas’ online shop.
The store caters for different sports including football, basketball and running.
It is the second store of its type in the world after Adidas launched the format in Beijing earlier this year.
To celebrate the launch shoppers will be given the chance to meet some of the stars from West Ham football club.
Adidas UK own retail director Rupert Campbell said: “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.”
The store opening also coincides with the World Cup which starts in June.