Closed for several weeks, Adidas' largest European store has reopened – a flagship outlet at the bottom of the Champs-Elysées in Paris. The store adopted the Home Court concept that was already implemented in Beijing, Madrid, Berlin and London, with features such as the Shoe Base, an interactive bar with screens where visitors can check out details about shoes in 3D. Covering a surface of 2,260 square meters, it has a somewhat more industrial appearance than the previous version, with exposed pipes on the ceiling, concrete floors and bright white lights. It spreads over two floors, with performance sports products on the ground floor and fashion products above. The company says the revamp fits its “Creating the New” strategy, in which the Adidas brand focuses investments on a six key cities, including Paris.

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