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 Adidas in NYC: The strategy behind the biggest flagship store in the world
Sports-business | 07.12.2016

Adidas NYC on 5th Avenue as "unique brand experience"

Adidas Opens Biggest Flagship Store in the World in New York

Adidas in NYC: The strategy behind the biggest flagship store in the world. The new Adidas NYC store represents the new self-image of the sports brand from Herzogenaurach. (Quelle: Adidas)
The new Adidas NYC store represents the new self-image of the sports brand from Herzogenaurach.
Bild: Adidas
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All your sporting desires fulfilled in a completely new shopping experience: Adidas inaugurated its biggest flagship store in the world with plenty of glitz and glamour. The new Adidas world store on 5th Avenue, New York City, allows customers to discover "a unique brand experience", says the company, which hails from the German town of Herzogenaurach. Sustainability was a key element in creating and implementing the store, Adidas stresses.

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No element of the building that houses adidas NYC was demolished, in order to reduce the need for fresh raw materials," says the sports business from Herzogenaurach. Furthermore, clothes hangers and mannequins are made out of recycled materials, "from plastic found in the oceans, in cooperation with Parley for the Oceans."

Adidas CEO Rorsted explains NYC strategy

Adidas' new flagship store follows the company's "Stadium" retail concept and is laid out in the style of a typical high school stadium.

Opening the doors to the future of sport. The adidas Flagship on 5th Avenue📍All creators welcome.

Posted by adidas on Freitag, 2. Dezember 2016


The inauguration of the store – excellently positioned in NYC on the corner of 5th Avenue and 46th Street – attracted countless Adidas athletes, including NFL player DeMarco Murray, Carlos Correa (baseball player with the Houston Astros) and David Villa (soccer star of the New York City FC), as well as Derrick Rose and Joakim Noah, both basketball players in the New York Knicks.

"The athletes and their needs are placed center stage in our new store, adidas NYC," says Adidas CEO Kasper Rorsted. "Located directly on 5th Avenue, we are now offering customers a unique brand experience. adidas NYC is a key element in our strategy 'Creating the New', with a particular focus on influential cities such as New York."


Find out more about Adidas CEO Rorsted's North America strategy and its biggest challenges here. >>>

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