Ian Poulter joined a host of stars from the world of sport to open the first adidas Sports Performance Store in London. The 1,200 square metre store is located over three floors at 415-419 Oxford Street and showcases the adidas Performance range in full for the first time in the capital.
adidas has taken an innovative look at the sports retail experience and split the store into three key zones devoted to preparation, competition and recuperation. Products from a host of sports are grouped together to meet these criteria.
The store will also feature a dedicated golf section, which will include some of the popular apparel and footwear range from adidas Golf. The golf section will be up and running in time for Christmas.
Commenting on the opening of the store Ian Poulter said, “It is great that the UK’s most popular street for shopping now has a dedicated adidas performance store where golfers can get their hands on the same footwear and apparel that I wear on Tour. The store really is quite spectacular and is well worth a visit, especially in the run-up to Christmas.”
Ian Poulter was joined by some of the biggest names in football, rugby, tennis and athletics to launch the striking new store, which is expected to become adidas‘ flagship retail presence in the UK.
Stars in attendance included: David Beckham, Ashley Cole, Jermain Defoe, Damien Duff, Steven Gerrard, Eidur Gudjohnsen, Glen Johnson, Ledley King, Frank Lampard, Arjen Robben, Kolo Toure, Patrick Vieira (footballers), Martin Johnson (Rugby Union), Martina Hingis (Tennis), Jade Johnson, Marlon Devonish, Jo Fenn, Phillips Idowu, Abi Oyepitan, James Cracknell (Team GB Olympic squad) Gil Steyaert, managing director, adidas Area North said, “This store is great news for the thousands of sports lovers in London. It will showcase a diverse range of sporting product, from the best technical kit to the most stylish leisurewear, providing a one-stop shop for players of all levels. As we have seen today, adidas kits out some of the world’s leading sports performers. Our stores will be a brand statement allowing us to be as strong on the high street as we are on the pitch.”
TaylorMade-adidas Golf www.tmag.com