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WELCOME TO OUR NEW HOME GROUND, WELCOME TO THE ADIDAS FLAGSHIP STORE IN SANDTON


The stunning new adidas Flagship Store in Sandton City, Johannesburg spans an impressive 1,657 sqm and offers the most immersive digital consumer experience on the African continent – and an exclusive retail experience comparable to the brand’s other flagship stores in New York, London, Paris, Dubai, Beijing and Tokyo.

The store combines digital innovation, hyper-local artwork and installations, and a range of unique shopper experiences that we think you’re going to love! There’s no doubt that this is the new home for creativity in Jozi.

Consumers can expect to find a best-in-class showcasing of adidas Running, Training, Football, Outdoor, Kids and Originals products, with an exclusive offering of Y-3 footwear and apparel, as well as collections by Stella McCartney and Karlie Kloss.

Commenting on the store’s digital capabilities, Paddy Muldoon, Senior Director DTC at adidas South Africa, says that the Sandton Flagship Store brings the digital and physical consumer experiences together on a level that no other retailer in Africa has reached: “For the first time, South African consumers can experience Radio Frequency Identification (RFID) mirrors in changing rooms, which automatically detects product information in order to provide consumers with real-time colour and style options. Visitors to our store can also choose from a variety of digital backdrops in the changing rooms, in order to test their look in different scenarios.”

Another game-changer is the store’s sustainability space, which is the largest retail area committed to sustainability that adidas has created across its global footprint. The space introduces storytelling into the consumer experience, showcasing how the brand’s commitment to Sustainability is brought to life through collaborations such as adidas x Parley, and eco-innovations such as Primeblue, products made comprising of at least 50% Parley Ocean Plastic.

The space was designed to be hyper-local, with Jozi culture and credibility woven in at every touchpoint. A range of exclusive, limited-edition prints will be available only at the Sandton Flagship Store, with décor and furnishings brought to life by creators such as Russell Abrahams, Lazi Mathebula and Mia Senekal.

Shoppers can make use of South Africa’s only in-store concierge service, drop off their adidas sneakers for a free cleaning, personalise adidas footwear and apparel at the Maker Lab, or sign-up for the adidas ‘click and collect’ offering when purchasing online.

Be sure to check out these seven special spaces – each one offers the very best expression of our brand.

SUSTAINABILITY

The Sandton Flagship Store has the largest retail area committed to sustainability across all our adidas retail stores globally. The space showcases how we bring sustainability to life through collaborations such as adidas x Parley, which has prevented more than 3,000 tons of plastic reaching the oceans, and eco-innovations such as Primeblue, which are products made comprising of at least 50% Parley Ocean Plastic.

CONCIERGE AND SNEAKER CLEANING

The store’s digital innovations include a range of services that bring the best of boutique shopping to Sandton. Our concierge area is inspired by the design and colours of the calabash (FNB Stadium) with a dedicated staff member available to manage our free adidas sneaker cleaning service as well as our online Click and Collect bookings.

TAXI TREFOIL

Born from the commuting culture that’s at the heart of Jozi city life, the iconic adidas trefoil is reimagined using upcycled taxi parts. The metal is layered and moulded to reflect a giant 1.7m high trefoil, sprayed in a vibrant blue as an ode to the adidas Originals signature colour.

COLLECTION RUG BY LAZI MATHEBULA

Johannesburg-based Lazi Mathebula is an award-winning illustrator and independent designer. His specially-created rug, ‘The flower that grew on the concrete pavement’ represents the different people, cultures and places in Jozi, and deconstructs the adidas Originals logo in a very rigid, geometric, symmetrical style, representing the architecture of the city. “The logo is still intact, it just holds an extended meaning in relation to Joburg, the concrete jungle. I used the signature blue of the Originals logo and the warm colours representing the mining City of Gold,” he says.

MAKER LAB

We’re all born creative and full of curiosity! At our Maker Lab customisation hub, you get to bring out your inner creator by personalising adidas footwear and apparel. It’s our invitation to you to hack the brand and create your own limited edition fashion item. When it comes to living our brand, you do you.

JOZI SHOP

We’ve collaborated with local influencers and creators to offer a unique range of once-off Jozi printed graphics ready to buy. This month we have partnered with local collaborators Ben Eagle, Khanyisa Klaas,Tiffany Schouw and Wesley Smuts to create hyper-local designs inspired by Jozi, which offer a living view of the city’s culture.

Khanyisa Klaas’ designs are an ode to women in the social scenes in Johannesburg. They are vibrant, happy and always looking forward to capturing beautiful memories with beautiful faces in the city.

Her dancing men designs are a celebration of Johannesburg’s iconic pantsula dance culture which is synonymous with the expression of individuality.

Ben Eagle’s designs are inspired by the unexpectedness and unpredictable nature of the city of Johannesburg, He has layered colours that nod to the indescribable energy of the man-made forest of the city. ‘Having grown up in Joburg, I saw the city as a place of contrast and contradiction, and it was important that I show both the simplicity and complexity of the city; the juxtaposition of nature and building, golden earth, and ambitious sky. The culmination of colours are anchored by the recognizable adidas logo, in a raw and more organically shaped interpretation” says Eagle about his designs.

Tiffany Schouw’s playful and creative designs of the city says, “Joburg allows for freedom of creativity: creating a sense of wonder and inspiration, as well as drive and aspiration. It is where young creatives come together to make things that resonate with their true selves.”

YAY ABE

Cape Town based illustrator Russell Abrahams is the inspiration behind Yay Abe, an illustration studio for artists of colour.  Known for his bold and vibrant illustrations, his designs bring the ordinary to life. He designed the adidas Impossible is Nothing mural at the FNB Stadium Towers in Soweto, and created the massive 9 x 5 metre mural in the children’s section of the new adidas Sandton Flagship Store. “Being part of the design team that has brought the vision of the store to life, has been very exciting. The new space caters for an immersive experience for all the different types of consumers who will visit the store, and adidas is really pioneering the consumer retail experience,” says Abrahams.

The adidas Sandton Flagship Store opens to the public at 09h00 on Friday 25 June 2021, and is located on the Upper Level, Shop U317. Follow the @adidasZA #adidasJozi conversation on Instagram for the latest updates, or visit adidas.co.za for more information.


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