The adidas group has recently inaugurated the first store under the adidas Home Court store concept. The location can be seen as surprising, as the elected city wasn’t New York, or a major European capital, but Beijing. The area chosen was Sanlitun, an upscale retail center, home to trendy fashion and high-tech brands.
Home Court, the new retail concept of the German-based shoe maker, was presented as having the ability to create “brand desire among its consumers”, which is in line with the key priority of creating strategies to engage consumers with rewarding points-of-sale experiences, identified by Adidas’ Global Sales function.
By locating its brand new store in the Chinese capital, at the heart of an important fashion cluster with enhanced access to fashion consumers, Adidas is clearly demonstrating the significance the Chinese market holds for their business. In fact, the company’s strategic business plan, Route 2015, has identified Greater China as one of the key markets with major potential growth. And with Adidas being an important player in the sporting footwear sector, a clear sign about the importance of the Chinese market, and the sporting goods in particular, is also being given.
The adidas group has a broad portfolio of footwear, apparel and hardware for sports and lifestyle and owns core brands Adidas, Reebok, TaylorMade e Rockport. The company’s headquarters are in Germany, and the group employs more than 46.000 people across several locations. In 2012 the group announced sales of 14.9 million Euros.
For detailed information about the Adidas group you can visit the website: http://www.adidas-group.com/en/
