Take a look inside the new adidas South Africa’s Sandton Flagship Store

adidas South Africa recently launched their brand new Flagship Store, which opened in Sandton City-Johannesburg. The store launch was accompanied by a short film entitled, ‘Store as Home’ which takes viewers on a journey depicting the most immersive consumer experience on the African continent. It was shot and produced by NTWRK Area3 Studio. Using footage of adidas partners both in the store and in their fields of play, a strong connection is created to the concept of ‘Home’.  Through post production techniques, we see different worlds and perspectives merging from field, to studio, to stage, and in-store. The film focuses on national rugby captain Siya Kolisi, and international award-winning vocalist singer Shekhinah. They’re supported by current 400m world record holder Wayde van Niekerk, fashion trailblazer Nabilah Kariem Peck, artist and designer Lazi Mathebula, illustrator Russell Abrahams, stylist Lenzo Mangonyane, stylist and photographer Tamara Moeng and South African model Tracy Mokgopo.

This short film serves as a reminder that at our core, we are creative beings and we are integrated as humans, whether its in-studio, on field or in our homes. Everyone needs a place to play, and a space to express their creativity. Today, adidas is re-imagining retail and welcoming consumers to do exactly that, at its new Home Ground.

Paddy Muldoon, Senior Director DTC at adidas South Africa, commented on the stores digital capabilities, saying that the Sandton Flagship Store brings the digital and physical consumer experiences together on a level that no other retailer-in Africa has reached: “For the first time, South Africa 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. 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.” 

adidas added another game-changer to their store by curating a space that priorities sustainability. The adidas Sandton FlagShip Store sustainability space is the largest retail area committed to sustainability that adidas has created across its global footprint. the space was designed to be hyper-local, with Jozi culture and credibility woe in at every touchpoint. A range of exclusive, limited edition prints will be available only at the Sandton FlagShip Store, with décor and furnishing brought to life by creators such as Russell Abrahams, Lazi Mathebula and Mia Senekal. 

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