For the first time in its history, Adidas is opening a brand store this week in the Bronx neighborhood, the northernmost borough of New York.
It is located in the Mall At Bay Plaza, and covers nearly 1000 square meters. Special sign ? A digital shoe wall, digital storefronts and service areas to search for products. Enough to show a certain modernity in terms of retail.
The inauguration goes hand in hand with a strategy of deepening the local influence of the brand with the three stripes, which wishes to further develop its link with consumers in key cities, including New York. Indeed, Big Apple invites itself into a circle of six cities where the brand intends to increase its efforts, and which includes Tokyo, Shanghai, Paris, London and Los Angeles. They will soon be joined by new cities, since the firm wishes to intensify its efforts on the side of Beijing, Mexico City, Berlin, Dubai and Seoul. If Moscow was initially part of this plan, the current situation in Russia should not make the rise in power possible in the country.
For the Bronx, this opening follows that of Nike in the same district, in September 2022, mentioned on our site. The Nike Unite concept store (also inaugurated in Harlem at the same time) follows a similar strategy to that practiced by Adidas, since the comma brand devotes itself to cutting-edge digital practices while seeking to maintain a link community with local customers.
