Two sports footwear brands have opened their doors on Fouberts Place, a quaint pedestrianized street in London’s Carnaby Street retail zone. Adidas Originals has opened its U.K. flagship store at No. 15, while Pro-Direct, a digital-concept store for soccer boots has opened its doors at No. 19.
The Adidas Originals store is set over two floors and stocks the full Originals range: men’s and women’s streetwear, accessories and trainers, as well as collaborations from Jeremy Scott and Rita Ora, and limited-edition and exclusive pieces. The shop will also host live gigs. The brand has created an exclusive edition of the ZX Flux trainer, modeled on the ’80s brand icon ZX 8000 runner, to mark the store launch.
The Pro-Direct store is a brick-and-mortar digital device that acts as a portal to the website. Soccer enthusiasts can use digital touch screens to browse through a wide selection of soccer boots from Adidas, Nike and Puma, as well as exclusive brands such as Pantofolo d’Oro; see clothing displayed on digital mannequins; and watch content displayed on walls.