Retail Choice: Adidas Performance store, Oxford Street

I had read a lot about the Adidas outlet on Oxford Street, so being an avid sports fan, I felt compelled to check it out. The concept of a 'Performance' sports store laid out in three separate zones was also appealing.

Adidas claims these zones owe more to the routine of a committed athlete than the route of a serial shopper, covering Preparation, Competition and Recuperation. In each zone, the ambience pays homage to great sporting triumphs, with an atmospheric backdrop of sound recordings made at sports stadia.

The interior inevitably pays homage to the brand, with a sleek black and white look and the iconic Adidas stripes deployed rather like runway lights at an airport, cleverly directing you from one area to another. The Performance store has combined the latest gear with leading-edge sports technology.

However, I couldn't help feeling the ambitious three-stage concept flatters to deceive. After all, an athlete needs more for recuperation than a comfy lounger and soft shoes. And Adidas' big push for pre-Christmas traffic, as reflected in the store's pre-launch hype, might rebound.

If you happened on this store as a passer-by, you would be impressed. But if, like me, you were pointed in its direction by hyperbole and a David Beckham-graced opening, your expectations may not be met. Especially if you're familiar with Niketown, just a few hundred yards away.

- Design: In-house.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer