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Translated by
Susan Spies
Published
Jun 26, 2017
Reading time
2 minutes
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Adidas trials first Adidas Football store in Paris

Translated by
Susan Spies
Published
Jun 26, 2017

Adidas has just opened its first-ever Adidas Football store. And for the trial run of this retail concept, the German brand has picked a 280 square meter space near the Forum des Halles shopping center in downtown Paris. Located on the corner of rue Berger and rue Saint-Denis, the two-level store offers all the highlights of the brand's football range.

Entrance to the Adidas Football store in central Paris.Adidas Adidas Adidas - Adidas


The store is based on Adidas's Stadium concept, very urban with lots of variations on gray, such as the waxed concrete, metal gratings, presentation walls and display elements in the center of the store. The seats for trying on shoes are made of wood, stylized like benches at the edges of the football pitch.

The store entrance highlights the Adidas Nemeziz range with a display of the stabilizing cleated shoes and related lifestyle products.


The entire level is actually devoted to the Adidas footwear range, and also includes the Ace X and Copa lines for adults and children. A test area of ​​20 square meters with artificial turf gives footballers a chance to try out Adidas cleats.

Upstairs, the 134-square-meter retail floor presents apparel ranges, focusing on jerseys and club uniforms, especially from the most prominent Europe teams: Real Madrid, Bayern Munich, Manchester United, Juventus, to name a few. The floor also includes a flock printing nameplate service. The clothing range includes training apparel and a few items for everyday wear, such as windbreakers.

Adidas intends to take advantage of this store's central location to organize events for the beginning of the next football season.

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