Adidas opens pop-up shop for soccer fans

Retail space includes a viewing lounge for Euro 2016 and #Copa100 games

Rebecca Harris June 07, 2016

Adidas Canada is putting its brand in the heart of all the soccer action this summer.

The athletic brand has opened The Base, a 2,200 sq.-ft. pop-up retail space and viewing lounge in Toronto’s Little Italy neighbourhood.

The pop-up shop has museum-like displays with the latest gear from Adidas, including the Mercury Pack—three chrome soccer boots that will be worn on the pitch by Adidas athletes during Euro 2016 and Copa América 2016. A 40-person VIP viewing lounge will give fans the chance to catch the games.

The objective is to “create the ultimate brand experience as far as soccer goes and offer consumers the ability to shop in a very unique way,” said Stewart Smith, VP of marketing at Adidas Canada.

This isn’t the brand’s first foray into the pop-up space: in February, Adidas Canada opened a pop-up sneaker boutique in Toronto for All-Star Weekend.

“[Pop-up stores] enable the brand to get really close to the consumer and bring the brand to life, regardless of category,” said Smith.

The Base, which is open until July 31, was launched with a media and influencer event. It will continue to be promoted via social media and public relations. Rock-it Promotions is handling PR.