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Shopwatch: Adidas

Adidas’s new HomeCourt concept has landed in the UK ready for the football World Cup.

Just in time for the first kick-off in Rio de Janeiro, Adidas has brought its new HomeCourt concept to Bluewater shopping centre in Kent. Located on Lower Thames Walk, the 5,484 sq ft shop is only the second in the world to be fitted out in the style, after the first in Beijing in February.

The shopfit includes four key zones - the façade, centre court, concourse and team room - and aims to create an immersive and interactive experience for shoppers that is inspired by the sights and sounds of a sports stadium. With the World Cup in Brazil running from June 12 to July 13, the store has a football focus and the façade has a football stadium-like tunnel, through which customers walk to the sound of cheering fans.

The Adidas Shoebase is in the centre court zone, and includes a shoe bar with two large interactive touchscreens to help customers find what they want. It also connects directly to Adidas’s transactional website so shoppers can order from the complete Adidas range. Rotating shelves mean the displays can be changed quickly and easily.

The clothing offer is sited on the concourse, as are hardware and accessories for the sports and casual collections. Among the ranges stocked in store are the new Climachill collection, designed to keep the wearer cool, with prices starting from £70, and David Beckham’s new Adidas line, which includes men’s and women’s T-shirts from £28 in a host of colours, men’s shorts at £32 and women’s tights for £26.

Which just leaves the team room, which is in fact the communal locker room-like changing rooms.

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