Lotte Department Store said on the 12th that it will unveil an extra-large flagship store, the "Adidas Brand Center," on the 3rd floor of Lotte World Mall in Jamsil on the 13th, the first in the retail industry.
The Brand Center, created at a scale of about 210 pyeong, is a space that encapsulates Adidas' brand identity spanning sports and fashion. From key sports lines such as running, training, and soccer to popular fashion lines such as Originals and motorsport, shoppers can find all Adidas products in one place.
The store applies a "Home of Sports" concept, bringing together various ways of enjoying sports in a single space. It consists of a function-focused "Performance Zone" and a fashion-centered "Originals Zone."
In the Performance Zone, dedicated areas by sport, including soccer and running, create a one-stop shopping environment that meets broad demand from hobbyist beginners to sports enthusiasts. Soccer content includes a "Jersey Print Zone" where customers can add their preferred name and number to their favorite club team's jersey. In line with the "sneaker customizing" trend, an "Accessories Zone" will also operate where customers can decorate shoes to their taste.
Tailored services for runners have also been strengthened. Visitors can try the free "foot-scan service," which precisely measures foot length, width, and arch shape before recommending running shoes suited to their purpose. The scanning device is registered with all Adidas footwear, allowing personalized shoe proposals optimized for each person by sport, including running, soccer, and training.
Exclusive products available only at Lotte World Mall in Jamsil will also be sold. A new color of the popular running shoe "Adizero EVO SL," which has been repeatedly selling out, will be released first in Korea exclusively. The "Adidas X Entire Studio" collaboration collection will also be unveiled exclusively offline.
Leveraging Jamsil's infrastructure that connects Seokchon Lake and Olympic Park, Lotte Department Store is developing Lotte Town Jamsil into a "running mecca." It has introduced flagship stores of global sports brands such as Nike, On Running, and Alo for the first time in Korea, and is focusing on spreading running culture by expanding the scale of "Style Run," the only running festival in the department store industry, every year. This year, centered on the "Adidas Brand Center," it plans to roll out various running events and grow Lotte Town Jamsil into a key hub for the running community.
Park Ok-woo, head of sports at Lotte Department Store, said, "The Adidas Lotte World Mall Brand Center, as an experiential platform that expands brand content, is expected to generate strong synergy together with Lotte Town Jamsil, which is leading sports trends."