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A sneaker store for China’s social-media hypebeasts

adidas FTWR Supply
adidasRetail & InteriorsFootwearChinaShanghai

An omni-channel retail store for hypebeasts.

adidas FTWR Supply in Shanghai is a one-of-a-kind, retail store format. Its sole purpose? To amplify and distribute the brand’s most limited-edition footwear to hyper-connected Chinese consumers. In turn, they would broadcast the buzz about the launches across social media. A store designed for sneaker collectors and with the rise of unboxing content top of mind, increasing the adidas' share of voice online.

The new concept store design brought both adidas performance and adidas Originals product launch activations together under one retail umbrella for the first time. Neatly repackaging them for fashionable, early-adopters. Ahead of the curve in China's 'new retail' wave, this store offered an omni-channel customer experience that surpassed the local retail competition at the time. Just like its footwear collection, this China-specific concept store was Limited Edition - with Shanghai being a one-off brand experience space.

All-out hype machine: Using single-product marketing campaigns, each LTD edition takes over every double-height retail window display, as well as both retail activation spaces in-store.
Part fulfilment centre, part trophy room: Our concept store design was inspired by the VIP equipment rooms and trophy cabinets seen in top stadiums.

What's in Shanghai

A premium footwear lounge: the retail interior design offered an elevated customer experience with more premium finished and less densely visual merchandising.

Format specific brand communications tools: our retail interior design team created a progressive, omni-channel retail store blurring the lines of sport, street and fashion.

'New Retail' in China: We adapted adidas’ global retail concept ‘Stadium’ (first debuted in NYC) to create a slick and stylish brand experience design.
VIP Hypebeasts: The retail interior design concept creates a customer experience akin to a sneaker 'members club' with elevated customer service and footwear lounges.

Talk to us about creating China-specific store concepts


If you are looking for a global retail design agency in London to lead your brand experience project, let’s talk. You can also check out some of our omni-channel retail store concepts on our work page, or take a look at our Wonder blog for all the latest creative inspiration and retail insights.

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