At midnight on July 5, adidas will open its largest adidas Brand Center worldwide in Beijing, China, the host city of this year's Olympic Games. For the first time ever, this new adidas Brand Center will offer products from both adidas divisions – Sport Performance and Sport Style including Originals and Y-3. With a size of 10,400 sq. ft., the adidas Brand Center store is the biggest adidas store worldwide, occupying four floors inside the new Sanlitun Village Shopping Center.


“The opening of the world's first adidas Brand Center is another milestone in securing market leadership in China,” said Erich Stamminger, President of the adidas brand. “The Beijing adidas Brand Center will serve as a role model for our concept stores in key metropolitan cities around the world.”


“The new adidas Brand Center will showcase and highlight the breadth and depth of the adidas brand to the Chinese consumers as well as to all visitors of the Olympic Games,” added Wolfgang Bentheimer, Managing Director of adidas Greater China.


The adidas Brand Center offers a consumer experience unlike any that adidas fans in China – or elsewhere – have enjoyed before. It also features a range of unique interactive elements that will provide consumers with a truly special retail experience. The range of innovative and exciting experience zones includes miCoach Core Skills, the recently launched mi Originals, mi adidas, a juice bar, a dedicated 'Urban' area for pop-up exhibitions and events, a basketball court on the rooftop, a Concierge Desk and a kids' interactive zone where younger adidas fans can experience the enjoyment of playing sports.

One of the highlights of the new adidas Brand Center is miCoach Core Skills, an interactive zone where customers can utilize innovative adidas technologies that are normally only available in professional level sports facilities to personalize and enhance their sports training, performance and style. Visitors to the store can test their skills in balance, speed and jump, compare their results to their sporting heroes and get personalized training recommendations based on scientific research, using a number of innovative, interactive devices.


Also premiering is the 'Urban' area on the top floor of the adidas Brand Center – a new creative space dedicated to exploring and showcasing exciting trends and ideas in art, music and culture, as well as the latest and most innovative concepts from the adidas brand itself. This area will play host to a series of events, including concerts, art exhibitions, and consumer forums and meetings, making it the cultural center of the adidas Brand Center.

Exceptional to the Beijing adidas Brand Center store is the Olympic Brand Launch Area, where consumers can get close and personal with the special products, designs and technologies that adidas has developed for the Beijing 2008 Olympic Games.


Services available include product delivery, ticket sales, shirt printing pick-up and an exclusive adidas stylist service. At the Concierge Desk, visitors can also sign up to join the adiClub, an exclusive group for the most passionate adidas fans.


The adidas Brand Center is part of the new Sanlitun Village Shopping Center, located in Beijing's Chaoyang District, only minutes away from major Beijing tourist attractions as well as the Workers' Stadium, one of the venues for the Olympic Football Tournament. adidas will have approximately 5,000 retail stores open in China by the end of this year.