Soccer Superstar Welcomes Lucky Fans to New Interactive “HomeCourt” Concept Store
[dropcap size=small]G[/dropcap]lobal icon and footballing legend David Beckham last month helped adidas introduce its interactive next generation “HomeCourt” concept store in the Mall of Emirates, Dubai, thrilling thousands of fans who glimpsed the soccer superstar during a whistle-stop vibist to the United Arab Emirates. The adidas flagship HomeCourt store offers sports fans an entirely new and interactive experience where they feel the energy of the game and the thrill of sporting evens from the moment they step inside.
Beckham attendance brought the mall to a standstill as 30 Instragram competition winners, and their friends, were welcomed as the HomeCourt store’s first guests by the former England captain, who signed autographs, posed for photos and talked sport with them. “I always love coming to Dubai,” said Beckham. “It’s a special place that’s constantly evolving, just like adidas and their stores.”
After the grand opening, competition winner Rayyan Lodhi, age 13, said, “Beckham is my idol, it was amazing to meet him. I’m not a Manchester United fan, but everyone loves watching Beckham. Today was my birthday so we just talked about that, and he wished me a happy birthday.”
Jason Thomas, Managing Director, adidas Middle East and Northern Africa commented: “The adidas HomeCourt store concept is all about celebrating a love of sport and there could be no better person to represent that than David Beckham. He is one our most celebrated icons and a face of the brand who is adored worldwide, especially in the region. The response to our Instagram competition and the reaction of fans today is an incredible showing of his universal appeal.
“The store at Mall of the Emirates is a new home for sport fans. It’s a unique place that takes the consumer experience to an entirely new level by featuring sport and passion in every single element. David’s appearance at the store this week is a bold statement that signals our commitment to the region and our intent to put fans at the heart of sport. It is the start of exciting new journey for adidas and for fans, all starting as soon as they enter the store”, added Thomas.
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 into the stadium.
The innovative new store also features a Team Room, a large fitting area and social space that allows shoppers to try on products while being able to interact with the brand. Premiering in the adidas HomeCourt store is the Shoebase at Centrefield, the heart of the store. It creates a central spot that brings to life the focused energy of game day. The Shoebase also features a range of unique interactive elements that provide consumers with a truly special retail experience.
A global leader in football, adidas is the official sponsor and supplier partner of some of the most important football tournaments in the world, such as FIFA World Cup™, the FIFA Confederations Cup, UEFA Champions League UEFA Europa League, and UEFA European Championships. Adidas also sponsors some of the world’s top clubs, such as Manchester United, Real Madrid, FC Bayern Munich, Jenventus, Chelsea and AC Milan.
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