Adidas’ first brand center inspires Filipino culture, creativity and athleticism
This new cathedral of athletics is paving the way for the future of sport and style in the country
Basketball is to the Filipinos what football is to the United States, hockey to Canada and soccer to Europe. In the Philippines, every barangay or community would have at least one basketball court. The streets, meanwhile, are riddled with makeshift courts, recycled plank hoops and bent metal rings.
Our love affair with the sport began in 1910 when Americans began teaching basketball in schools and at the Young Men’s Christian Association (YMCA). On the other hand, every time Manny Pacquiao was in the boxing ring, Manila’s crime rate would drop to zero, the Philippines would seemingly stop for a while, all to watch the fight and show their support for Manny . Suffice it to say that sports are an integral part of Filipino culture. Pinoys eat, sleep and breathe sport.
A brand that has a long-standing commitment to supporting athletes, equipping individuals with the right channels to grow in their journey of play, Adidas is launching its first-ever Brand Center in the Philippines to further its cause.
The brand’s hub, after a year-long delay due to the pandemic, opens tomorrow (October 22) at Glorietta 3 in Makati, elevating Manila and the Philippines to the world stage for the sportswear company.
From its range of sporting and lifestyle items to reinforcing its call to help end plastic waste, the latest deposit is meant to connect and inspire the athlete in all of us and inspire its visitors to take ownership of their game, whether in sport, sustainability, culture, or in life. It is meant to showcase the key stories on which the brand was built.
“Through sport, we have the power to change lives,” said Anthony Frangos, CEO of Adidas Philippines in his opening remarks at a press conference last week. “Sport is our past, our present and our future. That’s what brings people together. It was through sport that our hearts lifted as we watched our athletes win medals, including gold for the first time, and compete for their best at the Tokyo Olympics.
Anthony explains that the opening is done this time because the Filipino consumer deserves what Adidas has to offer. “Despite the challenges of building [the brand center] in an established mall, it allowed us to tell unique stories. We’re excited for everyone to come see what we’ve been working on for two and a half years now.
The brand center is one of Adidas’ largest stores in Southeast Asia, occupying 1,500 square meters of space. Not only is it expansive in terms of floor space, but the offerings and products have also been expanded. It houses the country’s largest collection of clothing and equipment for all sports, from cycling to hiking, swimming to tennis and golf, as well as trail running and the outdoors. Of course, iconic collaborations with the likes of Stella McCartney and Ultra Boost are also available.
This extensive selection of lifestyle and sportswear is backed by quality customer service, where customers receive personal service with dedicated in-store specialists and a digital guide with more details on each section accessible via QR codes. Additionally, the staff uses the app called “Bring It to Me”, which, as the name suggests, makes it easy to track and find products.
Another highlight of the establishment is its 12 “moment zones”. These are spaces that synergize sport and culture, drawing on the unique Filipino heritage of works of art in fitting areas made in collaboration with Argao weavers in the Visayas as well as T’women boli in Mindanao to its women’s ramp housed in wooden slats and finished with locally. handmade and handmade clay discs.
You could say that the shop is a great work of art. Here patrons can admire installations inspired by indigenous designs, created by a diverse mix of artists and sensibilities. It is adorned with works by leading visual artists like Kris Abrigo, contemporary art group Aral Cru and Adidas partner Quiccs.
For those who prefer something more personal and as part of the sportswear company’s goal to help Filipinos explore their individuality, customers can personalize their Adidas products through another first, the Maker Lab. Exercise your creativity by designing your own shirt or shoes.
To complete this segment, unique suspensions, in the shape of a Filipino eagle, which, seen from a distance, appear like the three stars of the Philippine flag.
“Through sport we have the power to change lives… It was through sport that our hearts lifted as we watched our athletes win medals including gold for the first time and compete for their best at the Tokyo Olympics.
The piece de resistance is the sustainability ramp which lifts Adidas’ core advocacy to end plastic waste, a beacon for sustainability. The 14-meter-long structure is comprised of a life-size digital tunnel with a full wall of curved LED mesh and four large OLED screens that take a deep dive into the problem of marine plastic pollution through an immersive experience that ultimately aims to spark conversations about sustainability. and how each has the capacity to lead change.
The main purpose of the ramp is to educate people, highlighting Adidas’ model called AIR, which stands for ‘Avoid, Intercept and Redesign’. The brand has put a lot of effort and energy into this model since 2015.
“I would like to see space [Sustainability Ramp] used as a way to bring the kids on a school field trip, to discuss sustainability,” beams Anthony. “I really see it as more than an attraction, but a place to educate consumers on the important subject [sustainability]”
“With the launch of the brand center, it was the perfect time for us to raise awareness about sustainability. We hope that through this story we will be able to inspire everyone who visits our sustainability ramp to accept the challenge of ending plastic waste head-on,” said John David Cortez, Head of Sports Marketing and brand communications for Adidas Philippines. “We envision the brand center as a space where everyone is open to exploring how far their creativity and individuality can take them. With the store’s extensive clothing collection and through our collaborations with local artists and indigenous communities, we hope to inspire everyone to bring about positive change in their fields, but more importantly, in themselves.
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