Adidas Opened Its First Flagship Store In Moscow.

In Moscow, it opened its first flagship store, invited Gosha Rubchinskiy and the British rapper Kano, and for the first time exhibited the Gazelle City Series Pack tribute to Moscow and St Petersburg in this 60s and 70s Soviet style flagship store.

Recently, Adidas has made new moves in Moscow. A 20000 square meter "Sports Home" is located in Moscow's Krylatsky Hills Business Park.

ABD Architects, a local architectural firm.

The 6 storey building consists of three office buildings, two fitness centers and a Adidas Academy center.

Adidas Academy is Adidas's new sport concept. It invited some professional coaches to launch a series of activities and projects to help people understand and improve their athletic ability.

There are classrooms, lecture halls and kitchens in the Academy center of the attic. There are master courses in the kitchen to teach you how to make healthy and nutritious food.

The whole building is full of vitality.

The reception hall is like a stadium. There is a Adidas video on the big LED screen. There are two Adidas shops and an advanced fitness center in the hall, The BASE.

And there are scooter runways and parking lots on each floor.

The three floor office space has added orange, green and blue on the tone of black and white, creating a different atmosphere. The temporary office area beside the French windows is equipped with high tables and comfortable ergonomic bar chairs to cater for the latest "healthy office" trend.

In addition, there are coffee shops, public discussion areas equipped with comfortable bean bag seats.

From the mind of office building design, we can see that Adidas is right on the ground.

The degree of attention.

The design highlights of the whole building are three white capsule meeting rooms with different angles.

The designer wanted to show the three bars of Adidas logo, and set up a white "capsule" conference room in the same place on every floor of the office area. When viewed from the atrium, it formed a classic "three bar" trademark. When walking on the corridor, it looks like a clover.

It is worth mentioning that Russia has a nearly infatuated worship for the trademarks of Adidas's three bars.

Because the Soviet sportswear was once a uniform of prison, it was usually associated with Russian gangsters. In Russian, the group called "Gopnik" was called "Adidas".

The "three bars" once had the symbolic meaning of the gang totem.

Up to now, you see in Russia's streets that more than half of the "three bars" are street bullies.

And this kind of worship is aimed at trademark graphics rather than brand itself.

Adidas's cottage goods are very popular in Russia.

However, in recent years, Russia's emerging sports shoes market has gradually formed a culture of sneakers independent of this gangster culture, which makes the stereotype of "Adidas = Gopnik" more or less weakened.

In the face of the huge emerging market for sneakers and the "totem" position of the three Adidas bars in Russia, it is not surprising that Adidas is still expanding in Russia even in the face of the economic crisis and the depreciation of the rupee by 50%.