Adidas NYC
by Stephen Garner

Adidas NYCGlobal athletic brand Adidas has opened its new brand flagship, and largest store to date, in New York City yesterday, December 1. The colossal, 45,000-square-foot, four-level store features floors dedicated to men’s footwear and apparel, a shoe “Launch Zone”, women’s footwear and apparel, and a level for Adidas Originals and young athletes.

Located at 565 Fifth Avenue on the corner of 46th Street, the new flagship, dubbed Adidas NYC, was inspired by high school stadiums and aims to celebrate creativity in sport through this new stadium retail concept. The store features a tunnel entrance, stands for live-game viewing on big screens, locker rooms instead of dressing rooms and track and field areas where consumers can test and experience products. The store also offers real-time fitness consultations from EXOS trainers, healthy juices and snacks co-created with Brooklyn-based Grass Roots Juicery, a concierge desk, a same-day hotel delivery service, personalized shopping experiences such as the Run Genie gait analysis tool, and more.

“Creativity fuels us and helping athletes is why we exist,” said Kasper Rorsted, Adidas Group CEO. “Adidas NYC is created with the athlete first, as a consumer-powered brand experience at the heart of 5th Avenue. Everything is tailored for athletes’ needs and desires to help them make a difference in their game, in their life and in their world. Adidas NYC is a crucial component of our creating the new strategy, which puts a major business focus on influential cities like New York.”

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To help celebrate the opening, NFL Pro Bowler DeMarco Murray, U.S. National Team Captain Becky Sauerbrunn, Houston Astros star shortstop Carlos Correa, New York City FC Captain and international legend David Villa and New York Red Bulls midfielder Sacha Kljestan were joined by nearly 100 high school athletes from across the New York metropolitan area to unlock the doors to Adidas NYC.

Later in the afternoon, five players from The New York Knicks – Derrick Rose, Kristaps Porzingis, Joakim Noah, Kyle O’Quinn and Willy Hernangomez-surprised opening-day visitors with an unannounced store visit, during which they raffled limited pairs of in-demand Ultra Boost sneakers to unsuspecting fans.

“Adidas NYC will constantly challenge the status quo and what consumers expect when they go to a store,” added Mark King, president of Adidas Group North America. “We’re giving consumers an experience that’s really authentic to them. Our job isn’t to dictate what they need or what we think they might want, but to listen to our consumers and athletes and create the future together. That’s exactly what we’re doing with Adidas NYC.”