TAKE A LOOK | Adidas has a new Sandton City store with digital mirrors and concierge service

Front of the Adidas concept store in Sandton. (Image: supplied).

  • Adidas will open its South African concept store in Sandton City in Johannesburg on June 25.
  • The store has high tech features including interactive mirrors to help customers with styling options.
  • It also has a sneaker cleaning service and shoppers can have their Adidas clothing and sneakers personalized in its Maker’s Lab.
  • For more stories, visit www.BusinessInsider.co.za.

German shoemaker Adidas is due to open the doors of its first flagship South African concept store in Sandton City in Johannesburg – equipped with interactive digital features and personalized services – on June 25.

The store, which the company said was “designed to be hyper-local, with Jozi’s culture and credibility woven into every touch point,” was decorated and furnished by artists Russell Abrahams, Lazi Mathebula and Mia Senekal.

The store is one of the few in the world; Adidas recently launched the concept stores and is present in New York, London, Paris, Beijing and Tokyo.

Sandton’s flagship store combines digital and physical consumer experiences “on a level that no other retailer in Africa has reached,” said Paddy Muldoon, senior director of Adidas South Africa for its direct-to-consumer sales division. consumers, in a press release.

The store’s locker rooms feature interactive digital mirrors, making recommendations to help customers match the items they try on while scrolling through different backgrounds to help them imagine what they would look like in real life.

“For the first time, South African consumers can discover Radio Frequency Identification (RFID) mirrors in locker rooms, which automatically detect product information to provide consumers with real-time color and style options. Muldoon said.

“Visitors to our store can also choose from a variety of digital backdrops in the locker rooms, 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 personalization center and the Maker’s Lab, where Adidas shoes and clothing can be personalized.


The Maker’s Lab for customizing Adidas shoes and clothing. (Image: Supplied)

Customers can opt for the brand’s click-and-collect offering when shopping online.

In addition, the store will carry running, training, soccer, outdoor, kids’ and original products and will feature Y-3 footwear and apparel as well as collections by Stella McCartney and Karlie Kloss.


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


Adidas, Sandton City. (Image: supplied).

At an Investor Day in March, Adidas unveiled its new strategy, which places a strong emphasis on strengthening and providing consumers with a ‘one-stop shop’ and increasing its involvement in sustainable development.

It said consumers can expect a shopping experience tailored to their preferences with personalized offers on both its digital platforms and physical stores.

In line with its sustainability commitments, the company has declared the store to be the largest sustainability-committed retail area that Adidas has created in its global footprint.


Adidas sustainability space. (Image: Supplied)


Adidas, Sandton City. (Image: supplied).

The space introduces storytelling into the consumer experience, showing how brand engagement comes to life through collaborations like Adidas x Parley and eco-innovations like Primeblue, products made up of at least 50 % of Parley Ocean Plastic, ”the company said.

Get the best of our site by email every day of the week.

Go to the Business Insider home page for more stories.

About Mitchel McMillan

Check Also

Durban cyclists tackle a race to raise money for St Theresa’s Children’s Home

A GROUP of cyclists from around Durban have united to raise funds for St Theresa’s …