'Home Of Sport': Relaunch Of Adidas Store In BGC A Welcoming And Meaningful Place For All Athletes

Adidas Philippines reopened their store at Two Parkade in Bonifacio Global City in Taguig City on Friday, December 1. "Home of Sport" was the key concept of the newly relaunched Adidas store which clearly celebrates the passion of athletes of all sports.

'It was really time for us to inject new life into the space'

With the store being in a very strategic location, BGC has been the go-to-place for running enthusiasts. Most run events have been held in the area through the years and it's a no-brainer for Adidas Philippines to open a hub for runners.

"This store here in Two Parkade it's been around here for a long time. The location is great and it's where Adidas runners really converge – it's either here or [Bonifacio High Street] Amphitheater," Gabby Dario, Adidas Philippines Sports Marketing and Communications Manager said. "So, it's a really important space for us because, you know, it's in the heart of BGC and we want to be present here in this retail space – in this retail haven."

Although the store at Two Parkade has been around since 2013, Adidas Philippines felt that a major makeover was needed. Fast-forward to December of this year, the Adidas store in BGC was formally relaunched just in time for the holidays.

"It was really time for us to inject new life into the space. So, you know, sakto for the holiday season we were able to reopen the store using the 'Home of Sport' concept, which is really to make sure that we have sports represented here," expressed Dario. "It's really a home for athletes where we can make athletes feel welcome. And of course, because you know BGC is a running haven."

Run Lab

In line with the relaunch of Adidas Home of Sport, the Three Stripes brand introduced the first ever "Run Lab," a technology in the store which uses a customer's run profile to find the best and suitable running sneakers for them.

"Because Adidas Runners Manila headquarters is here, might as well also, give our runners in BGC a reason to come here which is the [Adidas] Run Lab, the first ever in the Philippines," the former UAAP Courtside reporter for the UP Fighting Maroons discussed. "customers, runners can find out the best shoe for them according to their running profile using data. So we really wanted to make sure you know, there's a space for everyone here."

A flexible and modular space

On the inside, the motif of Adidas Home of Sport was centered mostly on running. Of course, the lifestyle collection of Adidas and merchandise from other sports like football/soccer and basketball are all featured at the store. Although, running was heavily focused at the store, the huge space was specifically designed to be flexible, depending on the brand's featured product(s).

"I mean, it is a 'Home of Sport' but this space is very meaningful for our runners. We have an extensive selection of running shoes here. It's really geared towards runners and even the layout of 'Home of Sport' is very customizable and modular," she explained. "So, depending on the season we can also make other parts of the store bigger and smaller. So they're not a lot of super fixed fixtures here. It's a very flexible store that represent a lot of different kinds of sports."

The store's reopening also marked the release of the brand's latest running sneaker, the Adidas Supernova Rise.

"What we're currently launching like right now you can see your launch zone is really about the [Adidas] Supernova [Rise], right?," Dario shared. "So, that's our new product that we're launching along with the store. But again, at any time, it's really easy for us to move things around. That's what I love about this space. It's massive but it's also really flexible and customizable."

Now that Adidas Home of Sport Two Parkade has officially reopened, Dario hopes the newly revamped store, along with the brand's new Run Lab technology, can gain new fans and perhaps make the switch (to Adidas) whether they're sneakerheads or runners.

"We hope so. We hope that they pass [by] and it's really right by the window stop. So, we hope that even our [Adidas] Run Lab, you know, we invite everyone who's a runner – no matter what brand they're wearing – to come to our run lab and really use data to see what Adidas shoe is the best for them," the Adidas Philippines Sports Marketing and Communications Manager said. "So, I feel like this is an experience that's really unique to us and it's a technology that's unique to us. So, hopefully we're able to gain new fans through the process."