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ADIDAS WOMEN’S STORE EVOLVES FROM POP-UP TO PERMANENT


The adidas Women’s Store in Canal Walk Shopping Centre in Cape Town started as a pop-up store in August 2020, and is relaunching a year later – having evolved into a fully-inclusive and highly-considered premium shopping experience for women.

One of the driving forces behind the transformation, is the input given by a group of female advisors, representing different demographics, cultures and areas of expertise.

In addition to this, the adidas team in South Africa took key learnings from the opening of the first adidas women’s store, which opened in Dubai in July this year, while staying locally relevant through collaborations with local fashionistas and artists.

A highlight was having one of the country’s most renowned fashion bloggers Nabilah Kariem Peck spend two weeks with store staff, workshopping ways to empower women through their fashion choices.

The company also implemented changes based on direct feedback from consumers. Kate Woods, Senior Brand Director at adidas South Africa shares an example. “We’ve always had a dedicated section for sports bras and tights but after hearing from consumers how some felt awkward asking for advice, we’ve created a more private area and redesigned fitting rooms to be big enough for a professional sports bra fitting, which is offered as a free service.”

“The women’s store is a natural progression of our brand’s commitment to continually deliver new and innovative concepts. It highlights our intention to be the number one brand for women across both sport and sport lifestyle. We’re excited to be launching in Women’s Month and for our first showcase to be none other than Beyoncé’s Ivy Park Collection.”

Décor-wise, the adidas women’s store offers a much softer environment than is typically associated with sports retail. Think rounded edges, flowing lines and muted tones. The space is luxurious and spacious, minimalist and modern. Local textile designer Kristen Clague was commissioned to add a crafted element, and created a unique hand-stitched wool tapestry that talks to the inclusivity of yoga as a sport and lifestyle practice.

The unveiling of the new adidas Women’s Store in Canal Walk follows the launch of the only adidas Flagship Store in Africa in June; and coming up in October, adidas will reveal its most sustainable store ever at the V&A Waterfront in Cape Town.

The adidas women’s store can be located on the Upper Level of Canal Walk Shopping Centre (Shop 669). Follow the @adidasZA conversation on Instagram for the latest updates.


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