Adidas opens European Signature Store

Adidas has opened its second Signature Store ‘Mi Coach – Core Skills’ in Paris. Mi Coach is a programme that Adidas deviced to help its customers get the most out of their training. These Adidas stores, which are already in Beijing and Berlin, come equipped with excercising machines that test clients and keep a record of their strengths and areas that can be improved.

After running on the trade mills, jumping and performing several tests, clients can be advise on the best Adidas gear the can buy to improve their sport performance.

Each area of the core skills tests has touch screens and intuitive graphics top guide users and store stuff during tests. Interaction is an important part of the project. Creative agency Engage was commissioned to create these interfaces working closely with environment design specialists JudgeGill. JudgeGill was responsible for the whole look and feel of the store.

Click here to see the pictures of Adidas Signature Store.

The inaugural Signature Store was unveiled in Bejing, just in time for the Olympic Games in 2008, Adidas’ second store that houses all of its Performance and Style brands and products under one roof has opened on the Champs Élysées in Paris.  MiCoach Core Skills retail experience, which it developed for adidas as part of the brand’s 2012 retail strategy.

David Judge, creative director at JudgeGill, explains: ‘Core Skills invites visitors to test their core athletic skills using a range of exciting, interactive tools. It’s based on three core athletic skills common to all sports. The store also offers mi adidas that provides foot scanning analysis to customise trainers to an individual customer’s needs.’

He added: ‘Core Skills not only engages the consumer with the Adidas brand, but provides a tangible benefit by helping them to see the advantages of playing sports and improving fitness. It’s also a powerful CRM tool, proving ongoing contact with people who visit the store. In addition, data from Core Skills is fed back to adidas sports labs to help them make even better products tailored to the needs of today’s consumer.’

As part of its remit to develop retail and non retail services in store, JudgeGill also delivered in store experiences that bring the brand’s quarterly marketing campaigns to life in the retail environment, with the Paris campaign being ‘Feeling The Benefit’.