Adidas has opened its first flagship store in the Netherlands, stocking the eponymous sports line with the ‘three stripes’ and the lifestyle line Adidas Originals.
Until now, the sports goods retailer from Herzogenaurach was only represented with Originals stores and outlets in the Netherlands. A store is now opening on Amsterdam’s Kalverstraat shopping street that will focus on fitness, running, football and originals, Adidas announced on Thursday. Shoes, clothing and accessories from these categories are offered on a sales area of 850 square meters. Collaborations with Stella McCartney and Ajax Amsterdam x Daily Paper can also be found there.
But Adidas also has some highlights on the sales floor when it comes to store digitization. This includes a 20 square meter shoe wall that displays the name, price and a QR code – which customers can use to have the right size brought to them – when the shoe is taken from its post. The cloakroom is also equipped with ‘Radio Frequency Identification’ (RFID) technology, which recognizes which garments are there and provides information about the products on one screen – including the option to request other sizes that are available.
As with recent openings in London, Rome, Barcelona and Warsaw, Adidas drew inspiration from local elements when furnishing the store. Among other things, a floor typical of the Netherlands was integrated and the stairwell, which leads to the upper floor, was based on the construction of the Amsterdam bridges in “Grachtengrün”. There is also a chandelier made of bicycle spokes in the entrance area, which is decorated with the three St. Andrew’s crosses from the city’s coat of arms. The ‘Ams /// Studio’ is located on the upper floor, a private room for VIPs, which is also used for AdiClub members.
The new store is located at Kalverstraat number 87.