David beckham helps open new adidas store in dubai

by Stephen Garner


Global icon and soccer legend David Beckham helped celebrate the opening of a new Adidas flagship “HomeCourt” store in the Mall of Emirates, Dubai on Tuesday, September 29.

A key feature of the new, 4,000-square foot store is the Arena Façade, which creates a bold and distinctive look for Adidas. The shop also includes a Tunnel Entry, which draws consumers into the store and welcomes every visitor with a “sound shower” of cheering fans into the stadium. The concept, which was launched in 2014 in Bejiing, was developed in line with Adidas’ longtime love of sports.

After the opening, Beckham – who has long history with Adidas – said: “I always love coming to Dubai – it’s a special place that’s constantly evolving, just like Adidas and their stores. Spending some time here today, it was great to get a sense of the energy people have for sport. In Dubai I’ve met people from all around the world who are united in their passion for sport.”

Jason Thomas, managing director for Adidas Middle East and Northern Africa, also commented: “The Adidas HomeCourt store concept is all about celebrating a love of sport and there could be no better person to represent that than David Beckham. He is one our most celebrated icons and a face of the brand who is adored worldwide.”