Store front of the Adidas concept store in Sandton. (Image: Supplied).
  • Adidas will open its South African flagship concept store in Johannesburg's Sandton City on 25 June.
  • The store has high-tech features including interactive mirrors to help customers with style options.
  • It also has a sneaker cleaning service, and shoppers can have their Adidas clothing and sneakers personalised at its Maker's Lab.
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German shoemaker Adidas is due to open the doors to its first South African flagship concept store in Johannesburg's Sandton City - equipped with interactive digital features and customised services – on 25 June.

The store, which the company says was "designed to be hyper-local, with Jozi culture and credibility woven in at every touchpoint", was decorated and furnished by artists Russell Abrahams, Lazi Mathebula, and Mia Senekal.

The store is one of a few globally; Adidas started rolling the concept stores recently and has a presence in New York, London, Paris, Beijing, and Tokyo.  

The Sandton flagship store combines digital and physical consumer experiences "on a level that no other retailer in Africa has reached," said Paddy Muldoon, Adidas South Africa's senior director for its direct-to-consumer division, in a statement.

The store's changing rooms feature interactive digital mirrors, making recommendations to help customers match the items they are trying on while shuffling through different backdrops to help them envision what they'd look like in reality.  

"For the first time, South African consumers can experience Radio Frequency Identification (RFID) mirrors in changing rooms, which automatically detects product information in order to provide consumers with real-time colour and style options," Muldoon said.

"Visitors to our store can also choose from a variety of digital backdrops in the changing rooms, in order to test their look in different scenarios," Muldoon said.

With an in-store concierge service, shoppers can have their Adidas sneakers cleaned at no cost. The store also has a personalisation hub, and the Maker's Lab, where Adidas footwear and apparel can be personalised.

The Maker's Lab for personalisation of Adidas footwear and apparel. (Image: Supplied)

Customers can opt for the brand's click-and-collect offering when making online purchases. 

In addition, the store will carry running, training, football, outdoor, kids, and originals products and offer Y-3 footwear and apparel and collections by Stella McCartney and Karlie Kloss.

Adidas, Sandton City flagship store. (Image: Supplied)
Adidas, Sandton City. (Image: Supplied).

At an investor day held in March, Adidas unveiled its new strategy, which has a strong focus on bolstering and offering consumers a "unique customer experience" and increasing its involvement in sustainability.

It said consumers could expect a shopping experience tailored to their preferences with personalised offerings both on its digital platforms and its brick-to-mortar stores. 

In line with its commitments to sustainability, the company said the store is the largest retail area committed to sustainability that Adidas has created across its global footprint. 

Adidas sustainability space. (Image: Supplied)
Adidas, Sandton City. (Image: Supplied).

"The space introduces storytelling into the consumer experience, showcasing how the brand's commitment is brought to life through collaborations such as Adidas x Parley and eco-innovations such as Primeblue, products made comprising of at least 50% Parley Ocean Plastic," the company said.


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