Adidas India to open 4-5 stadium Format outlets this Year

The Indian arm of sportswear major, Adidas India has confirmed its intentions to open at least 5 stadiums inspired outlets in the country this year for its performance wear products.

Having opened its first stadium format store in India (Delhi) yesterday, the sportswear brand expressed that from 2019 onwards, all new stores opened by the company for performance wear products will be in this new format.

The stadium format stores have already proved successful from the business point of view in countries such as US, UK, France, Japan and South Korea.

"Stadium format store is a global concept. There are limited stadium format stores available in a few countries around the world. Inspired from and deriving elements from world-class stadiums, the stadium format store will have interactive zones for customers and showcases product benefits.

"We plan to open 4-5 stadium format stores in India this year. From next year we will open stadium format stores in a big way," Senior DTC Director, Global Sales Retail, Adidas India, Manish Sapra said.

"In the next two to three years, depending upon the life cycle of each store, we will convert all existing performance wear stores to stadium format," he added.

At present 80 percent of Adidas India stores are performance wear stores.

"In-stadium format stores we will focus on categories such as running, training, and football. There also be a big focus on women's category," Sean Van Wyk, Senior Marketing Director, Adidas India said.

For 2016-17, Adidas India had clocked a 22 percent growth in revenue at Rs 1,100 crore.