adidas opens tech heavy London store

adidas has opened the doors to its new Oxford Street flagship store.

This includes over 100 digital touchpoints, all 100% powered by green energy. Meanwhile, a Bring It to Me feature in the brand’s mobile app uses in-store geolocation tracking so that shoppers can scan products, check stock, request their size and purchase without the need for queues or designated collection spaces.

They can also use the app to book in reminders for upcoming releases by interacting with a Hype Wall digital display on the ground floor. “The new store is more than a retail experience of the brand, it’s going to be a beacon for us in the city,” says Chris Walsh, VP Brand, adidas North Europe.

“Whether it’s designing in the MakerLab, finding the perfect footwear in the Running Lab or competing in The Base, this is a place where communities from all corners of London and beyond can come together and create.”