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The new interactive adidas ‘HomeCourt’ concept brings the spirit of sport to retail, creating a place where consumers can feel the energy of the game, the thrill of the event and the frenzy of the fans. Herzogenaurach/Nuremberg, Germany – Today, adidas announced the opening of its first German HomeCourt store in Nuremberg. The global HomeCourt retail concept brings to life adidas’ proud and authentic sports heritage and provides the consumer with a unique and interactive shopping experience. HomeCourt celebrated its premiere in Beijing at the beginning of 2014 and has been implemented in more than 20 stores globally over the course of the year.

Additionally, adidas is introducing its ‘green’ retail concept for the first time worldwide in the HomeCourt store in Nuremberg. This comprises the exclusive use of LED lighting, intelligent technology control via a retailBox as well as a number of resource- and energy-saving features and installations.

“We are delighted to now be able to present our new HomeCourt retail concept to our adidas fans in Germany, too. Here, consumers can experience first-hand the passion for sport and the heartbeat of our adidas brand,” said Michael Stanier, SVP Concepts-to-Consumer. “We are presenting adidas Retail in an entirely new dimension and integrating it for the first time into our sustainability concept.”

A key feature of the new adidas HomeCourt concept is the Arena Façade, creating a bold, distinctive new look for adidas. Like an entrance gate, the Tunnel Entry draws consumers into the big game and welcomes every visitor with a ‘sound shower’ of cheering fans in a stadium. One of the highlights is the Team Room, the large fitting area and social space of the store that allows shoppers to try on products whilst being able to interact with the brand.

At the heart of the adidas HomeCourt store is the Shoebase at Centrefield. It creates a central spot that brings to life the focused energy of game day. The Shoebase also features a range of interactive elements that provide consumers with a truly special retail experience. One example is the shoe bar, an interactive table with two big touchscreens where consumers can look at 3-D versions of adidas footwear and find diverse product information. The shoe bar also features a shoe finder with product recommendations. The new adidas HomeCourt store is located in the heart of Nuremberg, at Karolinenstrasse 47.

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