Adidas' 'HomeCourt' is not a cutting-edge shoe design or collection of high-performance sports apparel, but is the name of the German sports brand's new flagship retailing concept. The first HomeCourt flagship store was opened in the Adidas Brand Centre in Beijing, the world's largest Adidas Brand Centre.
HomeCourt aims to become a completely new dimension in sports retailing. Customers enter the shop through a tunnel and are greeting by sounds of cheering hordes of fans, to mimic the way elite players feel when they step out onto the field or court.
The HomeCourt stores incorporate a 'Team Room,' which provides a locker room-style changing room that also doubles as a social space for customers to mingle and interact with the Adidas brand.
The center of each HomeCourt outlet features a 'Shoebase' with interactive tools, 3D product presentations and touchscreens providing detailed information on merchandise.