- Adidas has opened a new women's dedicated store in Cape Town.
- It is similar to the first-ever, which launched in Dubai in July this year to empower and excite female shoppers.
- The company plans to launch what it says will be its most sustainable store later this year at the V&A in Cape Town.
- For more stories, go to www.BusinessInsider.co.za.
German shoemaker Adidas has just launched a "fully inclusive" women's store in Cape Town, with softer design elements than is usual for a sports retail store.
The store began operating in August last year as a pop-up at the Canal Walk Shopping Centre, and promises a more highly-considered premium shopping experience for women.
The company opened its first-ever women dedicated store in Dubai last month.
The Adidas South African team modelled the Cape Town store on the Dubai store while remaining relevant locally through collaborations with local fashion gurus and artists.
The transformation process included direct consumer feedback and consulting with female advisors from different demographics, cultures, and areas of expertise.
It also had famed fashion blogger Nabilah Kariem Peck, who spent two weeks workshopping ways to empower women through their fashion choices, with the store's staff.
The store's decor elements create a "softer environment" than that which shoppers would usually find or associate with sports retail.
This is characterised by rounded edges, flowing lines, and muted tones, Adidas said. It is also made to be luxurious, spacious, minimalist, and modern.
The store also took on a crafted element and was designed by local textile designer Kristen Clague who created a unique hand-stitched wool tapestry.
This talks to the inclusivity of yoga as a sport and lifestyle practice, Adidas South Africa said.
Though the brand has always had a dedicated sports bras and tights section, some consumers felt awkward asking for advice, said Kate Woods, senior brand director for Adidas South Africa.
"We've created a more private area and redesigned fitting rooms to be big enough for a professional sports bra fitting, which is offered as a free service," Woods said.
"The women's store is a natural progression of our brand's commitment to continually deliver new and innovative concepts. It highlights our intention to be the number one brand for women across both sport and sport lifestyle. We're excited to be launching in Women's Month and for our first showcase to be none other than Beyoncé's Ivy Park Collection," she said.
The store is the latest unique offering in the country and comes just two months after Adidas' launch of its only flagship store in Africa. The company plans to reveal its "most sustainable store ever" in October at the V&A Waterfront in Cape Town.
(Compiled by Ntando Thukwana)