In front of athletes, artists, celebrities, and a throng of people, adidas unveiled its newly revamped Brand Center along Huaihai Road, which aims to unleash people’s creativity through sports.
Angelababy and Eddie Peng.
All sports are governed by a set of rules, but adidas provides a platform for anyone to express their individuality. Actors and brand ambassadors Angelababy and Eddie Peng demonstrated this at the New Brand Center by showing off a one-off pair of shoes designed by them.
Angelababy (left) and Eddie Peng (right) with their personalized shoes.
Around the store, rappers, dancers, and artists also put their spin on things by personalizing adidas’ apparel and performing in it. The store also lets sports fans customize their favorite gear. Find out which running shoe is best suited to you with Run Genie, personalize a pattern at the Print Shop, and create a pair of bespoke shoes at the online studio miadidas.
Inspired by the concept of a home court, the Brand Center is designed a raw industrial style with elements of Shanghai woven into it. The store brings adidas’ five categories, brands, and product series over five floors. Discover the brand’s training, running, basketball, football, outdoor, and kids range on floors one to four, and check out the lifestyle-focused Originals on the fifth floor.
To see the store for yourself and create your own pair of adidas, head down to the Brand Center at 691 Middle Huaihai Road.