adidas marries Malaysian culture into global identity with new SEA brand centre

Adidas has unveiled its largest Southeast Asia brand centre at Sunway Pyramid in Malaysia. The new brand centre will offer an elevated consumer experience with an extensive range of sports performance and sports style products. It will also include an in-store customisation zone.

The new store also incorporates Malaysian elements, such as prominent local landmarks within the store interior. The new brand centre presents a reinterpretation of the adidas Trefoil logo (pictured above) that mimics an authentic old school local shop front.

On the marketing front, the strategic alliance with Sunway Pyramid mall also activates a strong in-mall branding partnership which includes bestowing the iconic lionhead facade of the mall with an adidas medal of honour. Additionally, the sports company is also seen to be partnering with more than 100 KOLs who were invited down to amplify the opening of the new store, and post about the elevated brand experience.

To mark the opening of the store, the adidas brand centre Sunway Pyramid has combined Malaysian local flavours with its global identity, creating a global connection with the local culture whilst maintaining its originality and relevance. To bring this to life, adidas worked with Malaysian graphic designer, Valen Lim to create unique yet localised experience zones in the store.

According to adidas, Lim took design inspiration from the old kopitiam concept, "making old meet new in his creation". In this space, consumers are offered a bespoke DIY experience where they would be able to get their products customised and personalised. 

Meanwhile on the inventory front, adidas has decided to broaden its range of products. Other than key running, training, athleisure, football and style categories, the store also now offers products such as tennis, golf and water-sports for both men and women, said adidas. The sports company added that it was always innovating and reinventing to provide the best products for its consumers.

Aside from broadening its inventory range, adidas will accelerate its emphasis on the women's category by creating a more inclusive space in store. Designed with feminine hues, the women zone in the brand centre will feature a women-only fitting room, and and an extensive product line selection promoting inclusivity and empowerment. 

In line with adidas’ sustainability mission to eliminate the usage of virgin plastic by 2024, adidas said it has curated the "sustainability zone" in-store to educate consumers on marine plastic pollution. This zone is furnished with structures that are produced using reclaimed wood and recycled yarn to support its commitment.

"This is a testimony to the fact that adidas pushes its boundaries across all retail experiences, seeing possibilities and becoming the one-stop comprehensive customisation spot for footwear, apparel, and accessories," said adidas. 

Earlier this month, adidas has doubled down on its metaverse ambitions by entering into a four-way partnership with Bored Ape Yacht Club, Pixel Valut's Punks Comic and crypto investor Gmoney. The sports brand first dipped its toes into the metaverse via a partnership with cryptocurrency platform Coinbase on Twitter on 25 November and NFT gaming firm The Sandbox. Coinbase later retweeted the post, saying "Welcome to the party, partner!"

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