In the framework of the brand's expansion in the running category, Adidas recently opened its newest Runbase in the Berlin-Kreuberg section of Germany's capital city. The location is more than just a running store. It is meant to be a destination for local running communities, enabling them to try out and buy products, get advice as well as using locker rooms and showers. It measures a total of 2,000 square meters and includes an Adidas running store, a clubhouse with a restaurant of 450 square meters, outside training facilities with a training course for running and an exercise trail as well as a 65-square-meter indoor training course that can be used for yoga or other training purposes. The brand's marketing strategy in the running segment is to focus on eight key cities, adding Boston and Berlin to the six influential cities picked for the brand's overall “Creating the New” strategy: New York, Los Angeles, Shanghai, Tokyo, London and Paris. Last April, Adidas opened a Runbase in Boston and one in Shanghai. It already operates Runbase stores in Tokyo and London.

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