Adidas Opens Secret Pop-Up Shops Across Europe

Adidas Opens Secret Pop-Up Shops Across Europe

To sell its exclusive sportswear collections, Adidas opens secret pop-up stores in 6 locations across the EU.

Anna Brillon
  • 17 september 2011

Sports giant Adidas has recently come up with a brilliant sales strategy that comes as a mysterious but pleasant surprise for its clients. In Germany, Austria, and Switzerland, Adidas launched 6 pop-up stores to cater to customers who want their sportswear in a snap. Each pop-up store opened in a location that was not announced to the public. Only selected individuals were given invitations to the opening dates and venues via social networking sites.

The Adidas pop-up stores are called such because setting up the display and merchandise can be done within a day. All shelves are made from light steel tubes, with shoes hanging out on display, and simple seating that features the Adidas logo. Even the lighting and floor layout are basic enough, allowing store owners to immediately make sales without having to fuss over design details. At present, the pop-up stores sell only the limited edition ‘Ransom’ and ‘Blue’ collections.


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