ADIDAS ALL IN

In 2008, adidas partnered with Start Creative / JudgeGILL to create the Beijing Brand Center in Sanlitun — a 30,000 sq ft landmark that redefined adidas’ global retail strategy. The stadium-inspired façade led to an immersive interior celebrating founder Adi Dassler, performance innovation, and iconic athlete stories. As the first adidas store to unite Sport Performance and Sport Style, it housed adidas Originals and Y-3 under one roof. Interactive zones enabled education, product testing, and customisation through miCoach, mi adidas, and mi Originals, while community spaces and a rooftop basketball court transformed the store into a cultural and sporting hub.