adidas SA’s new Sandton store promises most immersive consumer experience in Africa

adidas SA's Sandton City Flagship store.
adidas SA's Sandton City Flagship store.

adidas South Africa is opening its Sandton Flagship store this week, promising 1 000m2 of the most immersive consumer experiences on the African continent.

An exclusive retail experience comparable to the brand’s flagship stores in New York, London, Paris, Dubai, Beijing and Tokyo, 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.

The Sandton Flagship Store brings the digital and physical consumer experiences together on a level that no other retailer in Africa has reached” comments Paddy Muldoon, Senior Director DTC at adidas South Africa. “For the first time, South African consumers can experience Radio Frequency Identification (RFID) mirrors in changing rooms, which automatically detects product information 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, 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.

The adidas Sandton Flagship Store in Sandton City is located on the Upper Level, Shop U317 and it will open to the public at 09:00am on Friday, the 25th of June 2021.