trends

With just a few days to go before the Paris Olympic Games, the Lemens & Partners team takes a look at the innovative ‘Home of Sports’ concept for Adidas’ largest flagship store in Europe.

In a few figures, the Adidas shop on the Champs-Elysées has 2,820 m², 3 floors and 105 employees. A space dedicated to sport and lifestyle, with an easy-to-follow itinerary and checkouts on every floor. As well as being perfectly laid out to make the experience as pleasant as possible, Adidas is ideally located. Right in the heart of the Champs-Elysées, the brand boasts large bay windows that encourage visitors to come and explore the shop.

Two worlds, sports and lifestyle, merged into one: Adidas invites customers to enjoy an immersive and creative experience.

We quickly discover an industrial space, with a raw style and concrete and metal walls, highlighting the colours of the products. A style reminiscent of urban sports. As soon as you enter, you feel the brand’s dynamics, with mannequins celebrating current sporting events. Adidas focuses on football, with shirts and statues of world-famous athletes such as Lionel Messi, Ousmane Dembélé and Jude Bellingham. In the basement, running, athletics and fitness take centre stage. Running is given a premium place with the ‘Run Lab’. Adidas has come up with the brilliant idea of installing two immersive treadmills where you can test your performance and products to find your ideal pair of shoes.

In terms of customer experience, Adidas has set up a ‘Made For You’ custom corner, where visitors can personalise products purchased in shop or brought in by themselves. Embroidery, patches, painting and engraving are all possible ways of transforming a product to your own taste.

The entire space on the first floor is dedicated to a Adidas lifestyle. Here you can discover Originals, capsule collections with other brands, pairs of Samba, Spezial, Campus and Gazelle displayed on several shelves… As well as offering a sales area, Adidas pays particular attention to its visitors and their well-being. The space on the first floor invites visitors to take their time, to sit back and enjoy a relaxing environment right in the heart of Paris’s longest avenue.

This floor also offers a magnificent panoramic view of the Champs-Elysées, enough to impress many a visitor.

88 Avenue des Champs-Elysées
Open 7 days a week
10am – 10pm

Located at 17 rue des archives in the 4th arrondissement of Paris, the German brand is once again proving that it is expanding rapidly with its definitive move to France.

Located between the Centre Pompidou and the Hôtel de Ville, Birkenstock has chosen the perfect spot to make its mark on the Parisian fashion world.

More than just a shoe brand, Birkenstock has become a lifestyle in its own right. A simple, practical and comfortable design that has become an essential part of any wardrobe. With its values of well-being and quality products made mainly from natural materials, Birkenstock’s DNA fits perfectly with the atmosphere of the Marais.

Leather and cork are the brand’s principal sole materials, and Birkenstock has also used them to dress up its new 130m² space. Spread over 2 floors, the shop features an ‘experience area’ in the basement with a giant light box that plunges you straight into the world of Birkenstock. Here you can discover the brand’s latest campaigns.

For the opening of this first boutique, a brand new ‘Natural Active Recovery Pack’ was presented. Limited to 1,500 pieces and featuring exclusive packaging, this kit includes the Active Recovery insole, the special edition Birki Air 2.0 and the new cork products.

17 rue des archives, 75004 Paris
Open 7 days a week
10.30am – 7.30pm