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Adidas Japan to launch brand centre in Harajuku

adidas-japan-to-launch-brand-centre-in-harajuku

Adidas Japan is set to launch a sustainable concept store dubbed ‘Adidas Brand Center Harajuku’, the brand’s first store in the country to install a sneaker-cleaning and water station.

Directly managed by Adidas, the Harajuku store is set to open its doors to the public on January 22.

Focusing on sustainability, the 708sqm store adopted LED lighting, while conducting energy simulation, such as separation management of waste and recycling construction waste during store development work. The store also integrates an in-store mode function with its mobile app for a seamless experience.

“Through this store, we aim to encourage visitors to think about sustainability and to learn about the various efforts that Adidas is taking to be sustainable as a brand and as a company,” the company said in a statement.

Adidas Harajuku 1

Spanning three storeys, Adidas Harajuku is the brand’s first store in Japan to house a sneaker-cleaning service, water-supply spot and a sales area for original water bottles. Adidas also collaborated with local artists, such as Takahiro Hida and Tadahisa Ohkuri, to feature artworks throughout the space.

While the ‘hi-dutch’ artwork by Hida is created from discarded shoelaces by using his technique, Adidas’ Superstar, Stan Smith, and Forum models will be expressed in semi-permanent pottery works by Ohkuri.

Adidas Harajuku also has a 43sqm outdoor corner that accounts for the largest sales floor area of a directly managed store in Japan. In line with its sustainability theme, the new store will offer a limited range of FutureCraft Footprint, the eco-friendly sneaker line in collaboration with Allbirds.

Adidas Japan currently operates 78 directly-managed stores across the country, including two brand centres and 16 so-called brand core stores.

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