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Adidas opens concept store in Bluewater based on sights and sounds of football stadium

By Chris Price

Sports retailer Adidas has opened a new shop based on the sights and sounds of a sports stadium in a Kent shopping centre.

The concept store in Bluewater – which opens today – is only the second of its kind in the world, with the first premiered in Beijing earlier this year.

The 5,484sqft outlet – called a HomeCourt store – is focused on football to tie in with the World Cup this summer, with shoppers entering through a stadium tunnel.

The new Adidas HomeCourt store in Bluewater is focused on football to tie in with the World Cup

At the heart of the store is the Adidas Shoebase, with a bar featuring an interactive table with two big touchscreens to help customers find the right product.

The shop will host a number of events to celebrate its opening, including a chance for shoppers to meet West Ham players on Wednesday, April 16.

The following day, customers can also win £500 by guessing the number of footballs inside a giant cube.

Staff celebrate the opening of the new Adidas store

A Kiss FM DJ will be in store on Friday, April 18, with 20% discount available from 1pm to 3pm.

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.

The new Adidas HomeCourt store in Bluewater, only the second of its kind to open in the world, after Beijing earlier this year
The new Adidas store in Bluewater

“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 and the already premium shopping experience it offers.”

Bluewater general manager Robert Goodman said: “Adidas’ selection of Bluewater for its first HomeCourt store in Europe is a great endorsement of our position as the first choice destination for leading international brands wishing to create statement stores.

“The concept is quite unique and will make a significant contribution to the experience for guests.”

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