adidas Malaysia unveils its latest retail addition – the largest adidas Brand Center in Southeast Asia at Sunway Pyramid. The refreshed Brand Center offers an elevated consumer experience with an extensive range of sports performance and sports style products, plus an in-store customisation zone. Incorporating Malaysian elements, such as prominent local landmarks in the store interior, the new Brand Center also presents the reinterpretation of the adidas Trefoil logo that mimics an authentic old school local shop front.
To mark the opening of adidas’ double-storey Brand Center in Malaysia, adidas has partnered with Sunway Pyramid to further strengthen the strategic alliance. The medal of honour bestowed on Sunway Pyramid’s iconic lion head is a testimony to that alliance, and symbolises the brand’s position to be the best sports brand in Malaysia whilst giving Sunway Pyramid the recognition as one of Malaysia’s premium shopping destinations.
Spread across 1,575 sqm of prime retail space, the store represents the BEST OF SPORTS, through product innovation, sustainability zone, hyper-localisation and a customisation offerings.
Sharmin Photographer, Country Manager, adidas Malaysia commented, “The ongoing business expansion journey we are in, is in line with our mission to be the best sports brand in Malaysia. Despite the pandemic having been very tough for most of us, we emerge stronger as we continue to persevere with our consumer-first mindset. Together with our strategic partnership with Sunway Pyramid, we are confident to offer consumers the best-in-class sports and style retail experience at Brand Center Sunway Pyramid.”
PRODUCT INNOVATION TO BREAK LIMITS
adidas is always innovating and reinventing to provide the best products for consumers. The new Brand Center brings the latest product innovation and technology advancement for both footwear and apparel enabling consumers to define the best of sports and rise to play with the right products. Other than key running, training, athleisure, football and style categories, the store also now offers products such as tennis, golf and water-sports for both men and women.
In line with adidas’ sustainability mission to eliminate the usage of virgin plastic by 2024, adidas has curated the ‘Sustainability Zone’ in-store to educate consumers on marine plastic pollution. This zone is furnished with structures that are produced using reclaimed wood and recycled yarn to support our commitment.
HYPER-LOCALISATION IS KEY
To mark the expansion of this store, the adidas Brand Center Sunway Pyramid has combined Malaysian local flavours with global identity. Thus creating a global connection with the local culture whilst maintaining its originality and relevance. To bring this to life, adidas worked with renowned Malaysian Graphic Designer – Valen Lim to create unique localised experience zones in the store.
Using his whimsical style, Valen took design inspiration from the old kopitiam concept, making old meet new in his creation. His rendering of the adidas majestic Trefoil logo, the localised adidas kopitiam menu on the community table and the heritage store signage embraces the multiculturalism fabric of Malaysia.
In addition, the Brand Center also offers a customisation zone that allows consumers to be their own creator with the brand. The zone offers consumers a bespoke DIY experience where consumers are able to get their products customised and personalised in real time. This is a testimony to the fact that adidas pushes its boundaries across all retail experiences, seeing possibilities and becoming the one-stop comprehensive customisation spot for footwear, apparel and accessories.
adidas is continuing and accelerating its emphasis and focus on the women’s category, by creating a more inclusive space in store. Designed with feminine hues, the women zone features a women-only fitting room, and an extensive product line selection promoting inclusivity and empowerment.
In the running category, adidas continues to nurture adidas runners Kuala Lumpur (ARKL), providing members a space in-store to convene and experience the best of what the brand has to offer at its Test & Create zone.
“The adidas Brand Center has been designed to meet the needs across all age groups and highlights the breadth and depth of the brand. The Best of Sports at adidas is ready and waiting for you. Rise to play with us – IMPOSSIBLE IS NOTHING,” said Sharmin Photographer, Country Manager, adidas Malaysia.
Being the best sports brand in Malaysia would be a claim incomplete without digital innovation. At adidas Malaysia, we bring you convenience at your fingertips with the Bring It To Me service. The service which is hosted via the brand’s app enables consumers to make shoe fitting easier with just a click of a button.
As part of the store’s expansion, consumers are invited to experience a digital activation at the Sunway Pyramid main concourse area. Scan the QR code and zap as many boost balls as possible surrounding the athlete to be in the running to receive exciting rewards until 12th December 2021.
adidas Brand Center Sunway Pyramid is located at LG1.18-1.20A & G1.17-1.19.
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