NBA Commissioner David Stern, Erich Stamminger, president and CEO of the adidas Brand and members of the Minnesota Timberwolves opened the first adidas NBA Concept Shop in Europe in Istanbul, Turkey on Friday. The shop coincided with NBA Europe Live presented by EA SPORTS taking place in Istanbul Oct 1-6.

The adidas NBA Concept Shop is located in Taksim Square, “The Heart of Istanbul,” at Istiklal Caddesi (Avenue) No: 85/89 in Beyoglu Istanbul and will cover 900sqm of the three floors while featuring the largest range of official adidas NBA products in Europe including NBA jerseys, warm-ups and other apparel. It will also offer a broad range of adidas Sport Performance and adidas Originals footwear, apparel and accessories.  

“The adidas NBA Concept Shop brings the excitement of the NBA experience directly to our fans from the moment they enter the store,” said NBA Commissioner David Stern. “The new Shop demonstrates the power of our partnership with adidas which is expanding the NBA's retail presence around the world. adidas is an extraordinary partner that continues to support the growth of basketball's global popularity.”

Conceptualized as more than just a store, the adidas NBA Concept Shop features four areas designed to give consumers a look into the various stages a player goes through to prepare for a game. The shop gives fans a creative way for them to enjoy a unique and complete adidas and NBA basketball experience.  

“This adidas NBA Concept Shop is the European destination for anyone looking for adidas and NBA products,” stated Erich Stamminger, President and CEO of the adidas Brand.  “We are enthusiastic about basketball and our unique partnership with the NBA. Together, we are committed to developing the sport globally, and we see a great joint opportunity for basketball in Europe.”

Upon entering the store, the consumer enters the Player’s Entrance. As a player, the tunnel leading to the court is one of the most emotional and exciting moments they experience prior to playing the game.  As a fan, it is a moment in which they dream. The Player’s Entrance will recreate this experience for the consumer as they enter the store.  

The Court Zone is the heart of the store.  This is where the consumer is immersed into the full team experience.  This is where fans will find a wide range of official adidas NBA products, as well as adidas Basketball products.  

In the Training Zone, consumers will find the products they need to prepare to take their games to the highest level, while the Transition Zone is meant to replicate when the players step off the court to relax, socialize and get away from the game.  In this area, consumers will find a number of products designed for off the court, as well as activities that many NBA players take part in. The Transition Zone includes lounge seating, a variety of magazines and books, as well as, a video game entertainment centre and music listening station.