adidas South Africa’s new Sandton Flagship Store to offer most immersive consumer experience on the Continent

adidas South Africa’s Sandton Flagship Store promises 1,000 square metres of the most immersive consumer experience on the African continent – and an exclusive retail experience comparable to the brand’s other flagship stores in New YorkLondonParisDubaiBeijing and Tokyo.

Consumers can expect to find a best-in-class showcasing of adidas Running, Training, Football, Outdoor, Kids and Originals products, with an exclusive offering of Y-3 footwear and apparel, as well as collections by Stella McCartney and Karlie Kloss.

“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. 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.”

Commenting on the store’s digital capabilities, Paddy Muldoon, Senior Director DTC at adidas South Africa, says that the Sandton Flagship Store brings the digital and physical consumer experiences together on a level that no other retailer in Africa has reached

Another game-changer is the store’s sustainability space, which is the largest retail area committed to sustainability that adidas has created across its global footprint. 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 space was designed to be hyper-local, with Jozi culture and credibility woven in at every touchpoint. A range of exclusive, limited-edition prints will be available only at the Sandton Flagship Store, with décor and furnishings brought to life by creators such as Russell AbrahamsLazi Mathebula and Mia Senekal.

Shoppers can make use of South Africa’s only in-store concierge service, drop off their adidas sneakers for a free cleaning, personalise adidas footwear and apparel at the Maker’s Lab, or sign-up for the adidas ‘click and collect’ offering when purchasing online.

The adidas Sandton Flagship Store opens to the public at 09h00 on Friday 25 June 2021, and is located on the Upper Level, Shop U100. Follow the @adidasZA #adidasJozi conversation on Instagram for the latest updates, or visit for more information.

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Urban Lifestyle is a blueprint of what modern day South Africa is all about. It showcases different lifestyles and how people interact through them. It aims to open up industries to anyone aspiring to change the game, whether by influencing it or recreating how it is viewed.

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