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Football: David Beckham opens Adidas Sport Performance Store
David Beckham, one of the world's most popular football players, yesterday opened adidas' first London Sport Performance Centre on Oxford Street, one of the city's busiest shopping streets. The store, which features over 1,200 square meters on three floors, offers customers the complete adidas Sport Performance range.
The new store comes in a revolutionary new design that is inspired by sports and breaks with the rules of common retail knowledge. The new adidas store is divided into three areas: preparation, competition and recuperation. These three areas reflect the cycle every athlete goes through doing sports.
"Our adidas Sport Performance Centres are an important communication platform for us. Here we can showcase our understanding of sport and communicate directly with our customers. The stores offer a strong brand experience and will boost our image," said Erich Stamminger, Member of the Executive Board of adidas-Salomon responsible for Global Marketing. "The adidas stores breathe authenticity, activity and passion."
adidas currently has five Sport Performance Centres worldwide located in Marseille, Toulouse, Lisbon and Las Vegas and the most recently opened store in Manchester. The next Sport Performance Centres are scheduled to open in New York, Berlin, Rome, Tokyo, Hong Kong and other major metropolitan cities around the world.
adidas-Salomon is one of the global leaders within the sporting goods industry and offers a broad range of products with brands such as adidas, Salomon and TaylorMade in its portfolio.
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