What to expect in Adidas Philippines’ Brand Center

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Metro Manila (CNN Philippines, October 21) — Sport apparel giant Adidas is opening its largest store in the country on Oct. 22, and avid fans and casual customers alike are in for unique experiences amid the COVID-19 pandemic.

“What defines this store is the experience…it’s not only in the product that you’ll find here in the Brand Center but also the spaces we created,” Adidas Philippines general manager Anthony Frangos told CNN Philippines on Thursday.

The store occupies a 1,500-square-meter spot in Glorietta 3, Makati City — graciously allowing for the observation of minimum public health standards. Not only is it the country’s largest Adidas outlet so far, but also among Southeast Asia’s biggest.

Among the features of the Brand Center is the Maker Lab, which allows avid fans and casual customers alike to customize their own gear, t-shirts, shoes and the like.

“It’s a place where you can express yourself through your own creativity, but it’s also a place where you can customize products…for gift-giving,” said Frangos, adding several customers have been eyeing these items for the holidays.

Anchoring on sports, lifestyle and culture, and sustainability, the store has 12 “moment areas” which the brand uses to connect with consumers and tell stories of what Adidas is about, according to Frangos.

He added the brand has collaborated with various local artists and indigenous tribes and has utilized different elements reflecting the country’s culture throughout the store.

The Brand Center features exclusives — products which haven’t been sold in the country before like golf, trail and outdoor gear — and the widest range of running apparel they have to offer, among others. It also offers signature collaborations with the likes of Stella McCartney and Ultra Boost, said Frangos.