adidas Japan opens its first football-and-lifestyle store, betting the World Cup mood lasts in Shinjuku
adidas Japan's new two-floor Shinjuku store puts national-team shirts and a customisation counter next to Originals streetwear under one roof — a bet that the football fandom stirred by this summer's World Cup carries over into everyday spend rather than fading with the tournament.
adidas Japan has opened its first store built around blending football with streetwear, a two-floor, 388-square-metre shop a minute's walk from Shinjuku Station's central east exit, the company said. The store, built to a "Football Culture" concept, opened on 31 July.