Aadidas opened its new concept store in Rio de Janeiro on the last Friday (24th) of November. In a space of more than 800 m2 in Barra Shopping, located in Barra da Tijuca, the brand center will focus on exclusive multi-category experiences for the public, providing products for sports of different types, as well as the Originals line.
The largest adidas store in Rio, the new space is marked by experiences that integrate the physical and digital worlds. One of the biggest new features is in the fitting room, which has a giant screen that displays the products available at the point of sale to be used in an experience. Get Ready With adidas, in the style of social networks. In the interactive space, customers put together their looks and the selected products are taken to the fitting room by a brand consultant.
Another new feature of the store is in Run Lab, an area aimed at the street racing public. In search of the best experience for Runninga treadmill connected to a megatello was installed to create the sensation of running through iconic points in Rio de Janeiro, including the Copacabana waterfront, Lagoa Rodrigo de Freitas, the Aterro doFlamengo and Barra da Tijuca. Using special sensors, the treadmill synchronizes the runner’s speed with the unmistakable view of Rio’s landscapes, allowing the latest releases on the running line to be tested. The test also uses Motion Metrix technology, which evaluates your footfall and helps identify the best footwear.
Rio de Janeiro is a city that breathes sport in its essence and the new store connects exactly with this lifestyle. We seek to create a space that brings truly exclusive experiences to Cariocas, whether it’s to put together the best look, try running shoe technologies or customize a product in your own way, highlights Joo Meyer, senior director of Marketing at adidas Brasil.
Flamengo, a club sponsored by the brand, also has a dedicated space on site. Rubro-Negro shirts and products are in a special area that provides an exclusive throne for fans to take photos. Football fans can also customize football boots and shirts, as well as other products with special designs and symbols connected to Rio de Janeiro.
The brand center at Barra Shopping also has rare items signed by brand partners in a gallery created in the center of the store. Among the items are a Superstar sneaker used by the singerAnitta used at the VMA 2023 presentation during the award won for the best Latin video, in addition to a 3MC sneaker created in collaboration between adidas and the influencerJade Picon. In football, a shirt signed by the entire Flamengo squad, multi-champion in 2022, in addition to an Argentina national team shirt signed byLionel Messivoted 8 times best in the world in 2023, and a boot from striker Germn Cano are also available on site.
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