Adidas has opened a new store in Rome. The 714-square-meter retail space, on two floors, is located at via del Corso 132, a main street in the historical city center and one of Rome’s shopping avenues. The store features a number of technological innovations, among them immersive dressing rooms with a changing background and the Adidas “Bring it to me” service, which allows customers to use the brand’s app to digitally request items for in-store try-ons. The opening was marked by a four-day program of events in the presence of sports celebrities like Adidas brand ambassador José Mourinho, current head coach of Serie A club AS Roma, and Ciro Immobile, who plays for rival team Lazio and is also a partner of the German sportswear brand.

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