The adidas HomeCourt edge comes to the Philippines!

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I attended the launch of the all-new adidas HomeCourt concept store at the UP Town Center along Katipunan Avenue in Quezon City last week, and, boy, it was a grand way to open what appears to be the swankiest store for those living the #threestripedlife!

PBA anchor Chiqui Reyes (@tribasketbolista on IG) hosted the launch, and it was also graced by adidas brand ambassadors Mel Gohing (@GOHINGMELISSA), Diego Dario (@Diego5Dario), and Kyles Lao (@KylesLao). 

Here are my first impressions of the concept store:
- The vibe is awesome. It feels more like a “stadiumized” store than a regular adidas outlet. The adidas branding is all over the place, and there are many graphics and images of the brand’s most recognizable endorsers. adidas heaven? Yessir.

- It has maybe the biggest adidas Originals section I’ve seen in the Philippines!!! Woohoo!!! The only disappointment is that I didn’t find any hidden #NMD or #AlphaBounce sections #WinkWink.

- My wife (and other femmes out there) will surely love the Stella McCartney collection.

- It’s an interesting choice to have the adidas HomeCourt concept right beside the yet-to-open Nike store and in the new wing, which includes the newly opened Sole Academy. It’s separate from the mall’s other sneaker spots (e.g. Capital PH, Urban Athletics, Titan, Shoe Salon, and Planet Sports), which are all in the “old” wing. I guess this kinda forces sneakerheads to move around. Pretty clever not boxing one area as the “sports/sneaker” wing. 

- As can be expected, the store has one of the biggest #threestripes collections in the country, rivaling the branch in BGC. 

- It’s just a few minutes away from where I work, so, well, that’s both good and bad news! Haha!

Here’s the official press release for the launch:

adidas Philippnies introduces its iconic global retail concept HomeCourt to the Philippines, taking consumer experiences to an entirely new level. Premiering at U.P. Town Center, HomeCourt celebrates adidas’s proud sports heritage, and provides consumers with a unique and interactive experience.

“In 2014, we presented HomeCourt to the world for the first time, at the adidas Brand Centre in Beijing, the largest adidas store on the planet. Since then, we have expanded to different locations around the world,” says Jen Dacasin, adidas Brand Communications and Sports Marketing Manager. “Now that HomeCourt has arrived here in the Philippines, we’re very excited to let more consumers enjoy the extraordinary shopping experience that it promises.”

A crucial part of a sporty success story, adidas HomeCourt offers a next generation store concept that turns retail into a place where consumers can experience the excitement and thrill of the game, and feel the hype of the fans.

The new HomeCourt features an Arena Façade, bringing a bold and distinctive look to the store. The Tunnel Entry then greets consumers to the adidas world, drawing them to the big game and letting them feel the unique atmosphere that the athletes’ tunnels give.

One of the highlights of HomeCourt is the Team Room, a huge and energetic changing area that elevates consumers’ fitting experience. Featuring a team locker room environment and comfortable seating areas, this is a social space where shoppers can try on products and connect with the brand deeper.

The heart of the store, the Shoebase at Centrefield, creates a prime spot that brings to life the focused energy of the game day. It’s a place where customers can check out the latest footwear across all sport categories in different formats.

“Footwear is the heart of our brand and we now make it the heart of our stores placing it in the center of the floor radiating to the apparel categories that surround it. We have really expanded the ways that the consumer can experience our Brand stories both digitally, 3D and 2D in our stores. The footwear zone plays a big role in really bringing that all together,” shares Dacasin.

Shoebase also comes with the shoe bar, an interactive table with huge touchscreens designed to help shoppers learn more about the shoes’ benefits and technologies, and a shoe finder that gives product recommendations to consumers, thereby providing a special retail experience.

“As the leading branded sport retailer in the world, we need a strong brand positioning. Sport is our DNA. HomeCourt brings the spirit of sport to retail. We reference sport in every element in the store from the materials selected to the inspirations of the designs to even the tools we use for storytelling. From sport banners, arena digital boards, the fitting rooms, even the stadium inspired store entrance all reference sporting venues,” says Dacasin.

Sports fans and enthusiasts may experience the passion of sport by visiting adidas HomeCourt, at U.P. Town Center right now! More HomeCourt stores are set to open in Manila throughout the rest of the year.

Join the conversation and follow @adidasph on Twitter and Instagram.


Images are from Hoop Nut and adidas.




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