Located in central Paris and opened ahead of the 2026 FIFA World Cup, the new store reflects adidas’ ongoing rollout of its “Home of Sport” concept across key European cities, combining performance, lifestyle and community in high-footfall environments.
Adidas has opened a new store at Forum des Halles in Paris, further expanding its presence in the French capital. The 240-sqm, single-story space is located at 7 rue Pierre Lescot, within one of the city’s busiest shopping destinations and within walking distance of competing brands including Nike, New Balance and Lacoste.
Designed for a young and urban audience, the store adopts adidas’ “Home of Sport” concept, which integrates performance products with lifestyle assortments and community-oriented elements. The format mirrors that of the brand’s flagship on the Champs-Élysées, but in a more compact configuration tailored to high-traffic retail environments.
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The opening is part of adidas’ broader effort to refine its physical retail network in Europe, its largest market by sales.Rather than pursuing large-scale store expansion, the company has focused on upgrading key locations through standardized concepts that combine brand storytelling with experiential features. This approach includes flagship developments as well as smaller urban stores, allowing the brand to adapt its retail presence to different formats and consumer flows.
First introduced at scale in Paris ahead of the 2024 Olympic Games, the “Home of Sport” concept has since been rolled out in other major cities, including Milan. The format blends multiple product categories — from football and running to Originals — with services such as personalization and in-store activations, aiming to extend dwell time and strengthen direct consumer engagement.
The Forum des Halles store represents a further step in this rollout, bringing the concept into a dense, everyday retail setting. Located in Paris’ 1st arrondissement, the district combines retail, food and entertainment functions and attracts a steady flow of local and international visitors. Landmarks such as the Centre Pompidou are located nearby, reinforcing its position as a central urban hub.
The timing of the opening, on June 4, also aligns with the start of the 2026 FIFA World Cup, running from June 11 to July 19. As with previous flagship launches tied to major sporting events, adidas continues to use its retail spaces as activation points for global sports moments, particularly in football, one of its core categories.
More broadly, the investment reflects a balanced distribution strategy in which own retail complements a still predominant wholesale channel. Within this framework, stores play a targeted role in strengthening brand visibility, testing concepts and engaging consumers in key metropolitan areas, rather than driving volume growth alone.
The new store is open seven days a week.
