Adidas plans experiential activity for Bluewater store launch

Sports brand Adidas has announced its football-themed store opening in Bluewater shopping centre in Kent will give shoppers a chance to enter 'an experiential zone'.

The new Adidas store will open on 17 April
The new Adidas store will open on 17 April

The event, which is set to take place on 17 April, will feature a speed-kicking challenge and football freestyler demonstrations throughout the day. Guests will also be given the chance to win an in-store £500 shopping spree by guessing the amount of footballs in a giant cube, and take photos in a bespoke photobooth.

Players from West Ham Football Club have been booked to appear at the event, along with DJs from Kiss FM. The radio station will host a one-off show from inside the store to celebrate the opening.

The launch has been planned to celebrate not only the opening of the Home Court concept store, but Adidas’ unveiling of the official 2014 Fifa World Cup Brazil match ball. The store plans to give shoppers the experience of playing in an international football game all year round, with features like the multi-sensory stadium entrance.

Rupert Campbell, director of Adidas UK Own Retail, said: "We’re committed to constant innovation within our retail space, looking for ways to offer our customers a unique shopping experience. We are really excited about our new concept as it gives consumers the opportunity to experience the entire breadth and depth of the Adidas brand in a sports performance-led environment."

Robert Goodman, Bluewater’s general manager, added: "Adidas’ selection of Bluewater for its first Home Court store in Europe is a great endorsement of our position as the first-choice destination for leading international brands wishing to create statement stores. 

"The concept is quite unique and will make a significant contribution to the experience for guests."

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