Adidas Launches Flagship Digital Store

Adidas AG is the largest sportswear manufacturer in Europe. It is headquartered in Herzogenaurach, Germany. The total revenue (Topline) for 2020 for Adidas was reported at $22,668 Million. It is the largest sportswear manufacturer in Europe.

Adidas designs and manufactures sports shoes, sportswear clothing, sports accessories, and sports gear and has a strong supply chain to deliver it to its consumers across the globe.

Launch of Flagship Digital Store

India's first digital Adidas flagship store has been inaugurated in Connaught Place, New Delhi. The store focuses on creating a state-of-the-art experience for its retail consumers. 'The Home of Possibilities' store is aimed at providing a global online shopping experience to all strata of society.

With the Government of India's initiative of Digital India and Telecom providers like Reliance Jio and Airtel providing internet to every nook-and-corner of the country, this initiative is likely to bear fruits soon.

The store occupies four floors and is spread in 5,900 square feet of built-up area. Adidas's 'OWN THE GAME' strategy focuses on three important aspects of FMCG sales and marketing- Experience, Sustainability, and Credibility.

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The Digital Transformation team of Adidas has created 32 digital touchpoints for the ease of consumers. This digital Adidas Flagship Store has incorporated all of those touchpoints, including a state-of-the-art user interface, usage of Virtual Reality (VR) and Augmented Reality (AR), integrated supply chain management, fast interface, and modern payment gateways.

Reduced Carbon Footprint

The focus of the digital Adidas Flagship Store is to harness green energy and reduce carbon footprints. The environment-friendly approach of the manufacturing units has made Adidas a respected brand across the globe. The consumers can experience giant immersive screens displaying the products and offers. Digital plinths and ceiling screens allow consumers to view the intricate details of their chosen product comfortably.

The flooring of the giant Adidas Flagship Store is made with upcycled carbon tiles. Adidas used its patented technology to convert the carbon collected from environmental pollution into usable floor tiles. It is the first LEED (Leadership in Energy and Environmental Design) certified Adidas store in India. As we all know, LEED is the most extensively used green building assessment system in the world and focuses on reducing environmental pollution while constructing and maintaining and building or infrastructure.

This Adidas Flagship Store has a 'Sustainability Zone,' which focuses on reducing the usage of plastic in all of its products. The brand's long-term vision of reducing environmental pollution and the steps taken by the conglomerate are available here.

The State of the Art Portal

The brand focused on offering an innovative and tech-driven experience to all users through its e-commerce portal. The website allows customers to navigate effortlessly and choose products available in geographical locations other than India. The payment gateway is robust, and the consumers can complete their shopping using various modes of payment like Credit cards, Debit cards, wallets like Paytm, AmazonPay, PhonePe, GooglePay, etc.

The new Adidas Flagship Store offers a seamless experience from search to navigation, and the virtual shopping assistant enables the end-user to buy the right product that they are looking for. In short, it transforms the design and price point which the consumer had in their mind while they entered the store.

The categories which are listed on the portal include running, gym wear, lifestyle, sports training, outdoor collection for hiking and trail running, dedicated football collection, basketball section for men, etc. 

Focused on Empowering Women

Adidas has always believed in creating a diversified work culture within their organization. They have focused on creating specific sportswear and gym wear products for women. The store has a specific focus on products curated specifically for women, which will support them in their fitness journeys at various life stages.

Their products for women from all walks of life are unique. The Adidas Flagship Store focuses on each stage of a woman's life and celebrates womanhood throughout the year. They believe that women should not be celebrated only on March 8 (International Women's Day) but throughout the year. They believe in 'actions speak louder than words' and create products designed for various stages of a woman's life. 

Be Vocal but Local

The store incorporated Prime Minister Narendra Modi's vision of integration 'Global Plus Local.'  The consumers can use the DIY (Do it Yourself) section to customize their T-shirts and get prints according to their choice. It is powered by The Delhi Print Shop, and the local artists are given an opportunity to paint and design the T-shirts as per the requirements of the consumers.

Conclusion

Adidas started its operations in India through Adidas Franchises in 1996. It was a joint venture with Magnum Trading, and the German sportswear conglomerate had an 80% stake in the company. The Adidas Franchise model was successful and added to the top line of the company. Hence with the launch of this Adidas Flagship Store in India, the citizens and netizens can expect more out of the brand in the near future.