Earlier this year, adidas announced through a Retail Insider exclusive that the German athletic brand will be opening a massive concept store at the northeast corner of Robson and Burrard Streets in downtown Vancouver.
With the construction hoarding going up earlier this month, we’re able to share what the sportswear giant has been strategically planning behind the scenes for the last three years in preparation for the 35,000 square foot, two level store that will open at the former Victoria’s Secret location at the Robson Central building.
“Vancouver is a very international market, one of the most diverse cities in North America and a true gateway to the Pacific region, so a strong presence in the city just makes sense,” shared Lesley Hawkins, VP of Retail for adidas. “With regards to the building, Robson Central has a long and very meaningful cultural history, from its initial function as the central library, to its time as home to iconic brands/institutions such as Virgin (Canada’s first Megastore), Planet Hollywood, HMV and still to this day Bell Media (CTV).
“The vision behind the project was to strip the heritage building down to its core and let the beauty of the award-winning architectural design shine, exposing the high ceilings and utilizing the natural light. An intent that aligns very well with our Home of Sport concept, rooted in functional simplicity. With elements like the Running Lab and modular fixturing which will allow for community events in the space, we look to bring back the cultural relevance of the building.”
This move shows adidas’s strong belief in downtown Vancouver, especially after recently expanding and reopening its adidas Originals store on Granville Street.
“The Robson store is the first iteration of the Home of Sport concept in Canada and the US. This concept is rooted in sport and amplified through culture. It represents everything that sport was, is, and could be,” said Hawkins. “Customers can expect to experience the Run Lab, which uses an advanced biometric running analysis to help consumers find the right fit for them. We are also launching the new Made For You customization space on the main level. In addition, an exclusive Made For You VIP room will provide adiClub members further customization and experiential opportunities, as well as a space for local activations.”
Looking ahead, adidas plans to make additional moves in the Canadian market, through partnerships, in-store experiences, further solidifying its presence and innovation in the retail market.
“We continue to evolve our retail footprint with concept upgrades, introduce new experiences, drive community activations, deliver localized products, and drive trends in the marketplace with our performance and lifestyle assortments,” Hawkins explained.
In recent months, adidas has opened and expanded several new stores, including a stunning halo store at CF Toronto Eaton Centre and the originals flagship at The Well in downtown Toronto. These stores not only showcase the latest in adidas designs but also offer immersive shopping experiences that reflect the brand’s commitment to innovation and bringing its fans into the middle of the action.
“There were, and to some extent still are, countless learnings from both of those projects. One of the biggest takeaways is the value of our retail spaces serving a purpose to the consumer within the community beyond just a place to purchase products,” said Hawkins. “For instance, the seasonal fashion shows at CF Toronto Eaton Centre, celebrations of key cultural moments at The Well, and our involvement at the Toronto Waterfront Marathon and the Vancouver Sun Run.”
“The new adidas concept store on Robson Street is set to be a game-changer for Vancouver’s retail scene,” Hawkins continued. “Its prime location and impressive size show adidas’s confidence and investment in the city, promising an exciting and dynamic shopping space for everyone. We’ve concentrated our design efforts around experiences that add value to the consumer who enters our doors. We want to capture the imagination of our consumers through the accomplishments they will make while wearing our product and this applies to our athletes as much as our lifestyle consumers. Through our Maker Lab, consumers will have the opportunity to customize a breadth of product with locally inspired graphics.”
Mario Negris and Martin Moriarty of Marcus & Millichap negotiated the lease deal on behalf of adidas. Morguard is the landlord of the building at 969 Robson Street where adidas will be located.
“The move of adidas to the former Victoria’s Secret location on Robson Street is significant,” said Craig Patterson, Founder and Publisher of Retail Insider. “As a journalist I covered the opening of the Victoria’s Secret store in that building over a decade ago when Retail Insider was a young publication, and it was a pleasure earlier this year to announce the new adidas flagship store that will replace it.
“The adidas store will act as a key anchor and traffic generator for the area,” Patterson went on to say. “Given the vast size, product and experiences that will be provided, I predict that the store will be a draw for residents of the Lower Mainland and beyond. I also think it will be a strong co-tenant to Lululemon across the street, as well as the new Arc’teryx store that will be replacing Roots at the northwest corner of Robson and Burrard, and other sporting goods retailers that will be opening nearby including Peak Performance and JD Sports”.
Patterson said that adidas’ choosing downtown Vancouver for such a concept store spelled confidence in downtown Vancouver retailing, which includes new tenants for retail spaces along Robson Street and nearby commercial arteries.
“The redevelopment of the former Nordstrom store nearby at CF Pacific Centre will further invigorate Vancouver’s downtown core, which is seeing a lot of foot traffic right now. Vancouver is one of the few commercially successful downtowns left in North America in terms of retail spending, and it also has a large residential population to support it, which is rare”, Patterson went on to say.
This new downtown Vancouver adidas store will leverage community events to bring together lifelong fans and new customers. It will provide opportunities for the adidas team to utilize skills not traditionally seen in brick-and-mortar retail, such as social media and after-hours events. “The flexibility of the space and fixtures allows it to be very versatile – hosting events, special guests, running clubs, community partners, and celebrating local cultural moments. We will have a full-time Consumer Experience Manager who will be tasked with utilizing the space and tools provided to drive that community engagement,” Hawkins elaborated.
The new adidas concept store on Robson Street is poised to become a significant landmark in Vancouver’s retail landscape. Its strategic location and impressive scale highlight the brand’s confidence and investment in the city, promising a dynamic and engaging space for shoppers.
Adidas will have a number of employment positions available for the Opening Team, including Visual Merchandising, Back of House, and Part Time & Full Time Retail Sales Associates. Interested applicants can visit Careers.Adidas-Group.com for more information.
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