Adidas is no longer represented with its own showroom in Düsseldorf in the current order season. The showrooms for Adidas Style and Reebok were closed in the North Rhine-Westphalian state capital on November 8th, confirmed the sports goods retailer from Herzogenaurach when asked by FashionUnited. Adidas did not give any more details about the closure of the showrooms.
The number of German showrooms has been reduced. To this end, the company is investing “massively” in the Berlin and Nuremberg locations “to offer a premium experience over a larger area,” said an Adidas spokesman. Not only the fashion section but also the performance section will be presented there.
New showroom in Herzogenaurach and digitization
In addition to the two locations, Adidas is currently developing a new showroom on the company campus in Herzogenaurach. This should be completed in April.
In addition, the sporting goods manufacturer is pushing ahead with its digitization, not only in the fashion sector, such as entering the Metaverse and the collaboration with Prada, but also in the sell-in process, which is reflected in the showrooms. Buyers can view the products on screens and order them.