Adidas launches a new sustainable boutique concept in Japan
What: Adidas opens a new "brand centre" coming on top of 2 existing ones and 76 other DOS, featuring a series of sustainable initiatives.
Why it is important: Brands are accelerating on the display of their CSR initiatives, all aiming to show, rather than simply tell, that they are active on this topic. This creates a mounting pressure on department stores which have to follow suit. The issue is that now it is not anymore only about brand offering, but building structures themselves.
Adidas launches "Adidas Brand Center Harajuku", the first sustainable concept for the brand in Japan. The store will include a sneaker cleaning and water station, LED lighting, separation management of waste, recycling construction waste during store building.
The store, which spans over 708 sqm on 3 floors, aims at being a window of Adidas capabilities and efforts when it comes to sustainability. It will also feature a 43sqm outdoor corner, which will be offering a limited range of FutureCraft Footprint, the line developed in collaboration with Allbirds.