Home of Sport Hamburg is a meaningful and purpose-driven store concept created upon the adidas brand values – sport, culture, inclusivity, and sustainability.

The new concept was built through listening to consumers, prioritizing the adidas values, implementing learnings from the past, and putting innovation first. We used spatial expression, adjustable lighting, and sound concepts to create a welcoming atmosphere inviting consumers to become part of the adidas family and experience its values, innovations, and mindset.

Sustainability is a big focus in adidas retail spaces. It is brought to life holistically using materials, equipment, and design principles to lower the stores' environmental footprint. Inclusive 3D-printed mannequin innovations support inclusivity by showcasing diverse body shapes across all ages and cultures, facial features, and realistic body types.

Membership services enhance the members' shopping experience with bookable fitting rooms, personalized styling advice, Reserve & try, and Home Delivery. While the Hamburg Lab offers a chance to personalize footwear and apparel.

New digital tools feature across the Home of Sport retail concept, including the 'Lift & Learn' experience on footwear walls. Using RFID technology, consumers can pick up a shoe from the shelf, and helpful information - including price and technology, and reasons to purchase - will appear on the screen. The footwear walls are individual and exchangeable tiles allowing flexible merchandising and storytelling. As part of the overarching spatial identity, elements such as court lines integrate a layer of sports DNA within the store.

The visual merchandising and in-store communication tools are refined and simplified to create impact using prominent visuals and configurations. All fixtures use a flexible system for versatile wall and mid-floor setups. The fixtures are modular and made of sustainable materials, enabling more lightweight material- saving design practices. In the heart of the store, a dedicated area creates a home for sustainability and purpose stories. With playful interactive experiences inviting consumers to dive into a holistic overview of the adidas sustainability brand mission: End Plastic Waste and create meaningful change.

Additional tools such as the 'Service & Event' screens promote adidas services and inform consumers of upcoming events in-store. You find localized references across the store, including the Hamburg shoe – a classic silhouette for the brand turned neon light sculpture. Visible from the outside, the illuminated sculpture of the iconic shoe adds character and forms an atmospheric experience - creating an Instagrammable moment for the consumer.

Home of Sport is about creating a home for everybody and being part of something bigger than ourselves. After all, home isn't only a place; it is a mindset and a feeling; it's where people feel comfortable, safe, and accepted.