Adidas is making its presence known in Los Angeles with the opening of two flagship stores in recent weeks.
According to the German athletic brand, it has opened new locations in West Hollywood and downtown Los Angeles. Adidas said in a statement that these new stores are “set to serve not only as retail hubs but also as cultural beacons, connecting Los Angeles residents to Adidas’ vision of creativity, inclusion and sustainability.”
The company’s new West Hollywood store, which opened in August, is located at 8428 Melrose and spans 5,390-square-feet. Customers can find a selection of coveted collections like Y-3, Stella McCartney, and Adidas Originals, alongside performance products tailored to the tastes of local customers. Designed by Adidas’ in-house creative team, the store is a fusion of sleek, minimalist design with the energy of Los Angeles. The store’s layout features two distinct rooms and The Lab, which spotlights the brand’s stories and collaborations, the company added.
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In contrast, the company’s DTLA store, which opened on Sept. 12, is dedicated to the Adidas Originals line and “serves as a tribute to the city’s roots while pushing forward with cutting-edge design.” Located at 761 S. Broadway, the store spans two levels and will function as a community hub, hosting workshops, events, and collaborations with local artists, the company said. The new store honors its heritage with a stunning architectural revival, blending raw historical elements with bold use of Adidas’ iconic blue and distinctive branding.
“Los Angeles is a center for culture and a global destination for sports, arts, and entertainment,” John Miller, president of Adidas North America, said in a statement. “The city inspires our brand to innovate and create products that connect with the diverse lifestyles of our consumers.”
Adidas added that these openings “reinforce” its mission to “elevate retail, foster inclusivity and engage with the diverse communities that call Los Angeles home.”
As part of this long-term commitment, Adidas said it is actively developing connections with the city’s diverse communities by building a new creative division within Adidas Originals called “OG L.A.” This new team reflects the company’s dedication to nurturing local talent while highlighting those who are contributing to the city’s unique sports and lifestyle culture.
“The new flagship stores reflect our deep commitment to the city and its dynamic communities, blending creativity, performance, and sustainability to offer products and experiences that resonate with the culture of Los Angeles,” Miller added.
These openings come as Adidas places more focus on its U.S. business. In an exclusive interview with FN in June, Adidas CEO Bjørn Gulden laid out his viewpoint on how to be successful in the States.
“In America, to be a successful business, we need to connect to the men’s market, we need to connect to the urban consumer, and we also need to be ‘more American,’” Gulden told FN. “I have said from Day One that the world is not one market where you can have the same recipe. The recipe is easy, but the execution is always difficult.”
