Ephemeral stores can be a good way to establish a new brand name in the market. Pelé Sports, the football and lifestyle brand inspired by the Brazilian football player by the same name that was launched in several countries last year, is to open its first store on a temporary basis at the end of the month. It will be located in the Maremagnum shopping mall of Barcelona. Footez, which distributes the brand in Spain and Portugal, said the pop-up store will be open for about six months, as a means to test the market and add visibility to the brand. Should the trial work out, Footez could open more pop-up stores in Barcelona and Madrid. For the time being Pelé Sports is sold in about 40 stores around Spain.

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