Adidas NYC is the largest Adidas store in the world. As the first brand flagship, the store forms a global landmark and debuts the stadium concept – the purest physical manifestation of the brand. The design heralds a new era in how creativity is articulated in-store, by bringing a consumer-powered experience to athletes craving a more tailored and personal connection to sport.

The New York City store is a raw manifestation of a high school stadium, in which every element within the space has been rigorously challenged to conform to this aesthetic vision. The culmination of this approach results in a soulful and honest reflection of sport and presents the brand as the facilitator to enable the sportsman or woman to create and achieve whatever they put their mind to.

For this to be a success it was critical that hype was built prior to launch. Dedicated social media accounts helped to nurture an authentic sporting community, while local sporting events forged connections between the brand, the city and its people. This activity culminated in a high-profile influencer event at the store to celebrate the opening and drive global conversations online.