Adidas opens hyperlocal stores in Indonesia
What: Two new stores opened in Jakarta reflecting the new strategy from the brand
Why it is important: Instead of trying to catch all customers with one store, Adidas has made the choice to open fully dedicated stores for each type of customer: the technical addict, and the fashion fan, with the hope to create a local community and fandom.
Adidas has partnered with a local player to launch 2 'hyperlocal' concepts in the Pondok Indah Mall 3:
- the Stadium Evolution store on 350 sqm, displaying the complete lineup of technical products (running, sportswear, training, football, bastketball) in a sports stadium environment. This is a first for adidas, as it uses digital displays and sensors to complement the information provided to customers
- the Collection store on 340 sqm, aiming at streetwear fans, and acting as a hub for Adidas Originals products.
They are co-conceived with local artists and aim at fostering a physical community around the values promoted by Adidas: express one's personality and fortify one's true self. At the same times, those two radically different stores allow the brand to address all customers from both ends of the spectrum.
More and more brands go hyper local in order to create and nurture a local community, and be able to identify and cater for their needs through the usage of collected data.
Adidas opens hyperlocal stores in Indonesia
Adidas Launches New Concept Stores at Pondok Indah Mall 3 in Jakarta