Adidas reopens Adidas Brand Center in Sanlitun, Beijing

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After three months of refurbishments, Adidas reopened its large brand center mall in the fashionable Sanlitun area in Beijing last Thursday (June 21st), inviting its global ambassador David Beckham to attend the opening. 

The reopening took advantage of the ongoing 2018 FIFA World Cup Russia to release its marketing campaigns. A large version of the World Cup football Telstar 18 and a count-down clock were placed at the Taikoo Li Square, Sanlitun. Footballs from different editions of the FIFA World Cup were placed inside the store. Managing Director of Adidas Greater China, Colin Currie said that “they aimed to bring the most proud Adidas football product lines to Chinese customers while the FIFA World Cup was taking place.” 

On the day, Adidas ambassador David Beckham appeared at the event. He also witnessed the opening of this flagship brand center ten years ago during the 2008 Beijing Olympic Games. Beckham has been very active in China this summer, having attended  a football conference in China as a guest speaker and appearing at the Adidas title sponsorship ceremony of the China University Football Association. 

The refreshed four-floor store has adjusted its layout and product strategies, featuring professional sports kits and fashion casual sports kits. Experience is also a new and important element. The brand center set up an interactive experience area containing the only Adidas in-store training camp and RunLab around the world. Adidas members can book free yoga and gymnastic classes through the Adidas app. 

Adidas has also set up an area between the ground and first floor where customers can sit and play FIFA Online 4 or watch sports broadcasts on TV. 

Colin Currie remarked that the newly upgraded Sanlitun brand center serves as a direction for their retail strategy in China to uplift retailing experience and to provide the best products and services. They will specifically aim to expand the retail business in various Chinese cities.  

Source: PR Newswire

Proofread by Raymond Fitzpatrick

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