Adidas Gives Competitors a Run for Their Money
A new Adidas store in Tokyo is looking to put competitors back on their heels with a concept that makes them part of the regular training routine for Japanese consumers.
According to a report on the Tokyo Weekender site, Adidas Runbase not only features the latest in shoes and clothing from the company, but also provides 248 lockers in the store that consumers can rent to leave their street duds as they go for a jog. When the run is over, consumers can use one of 16 showers on the premises.
The store has also adjusted its hours, opening at 7 a.m. and closing at 10 at night, to better serve serious runners. "The Runbase is more than a branded locker room; expert staff are at hand to provide guidance on which equipment is best for you, and its location near the Imperial Palace means you will be in good company, as the area is the most popular place to jog in the city," according to Tokyo Weekender.
Adidas is not the only or first sportswear firm to open a store based on engaging the consumer on an experiential level.
New Balance opened its Experience Store in Shanghai in February. Among its marketing initiatives, the store is sponsoring 6K races in six major cities across China this year, according to FreshnessMag.com. The event includes activities that meet the needs of runners at all levels.
Discussion Questions: Are experiential concept stores the future of retailing? Does the Runbase concept have legs (groan, we know)?