West Ham United players welcome fans to adidas’ first HomeCourt concept store in the UK

The stars of West Ham United lead the adidas celebrations in new Bluewater store


Leading sportswear brand adidas has opened a new HomeCourt concept store in Bluewater, Europe’s leading retail and leisure destination. To celebrate the opening, three of local team West Ham United’s star players – Kevin Nolan, Stewart Downing and Mark Noble headed down to the store today to see fans who had queued for a chance to meet them. The players posed for pictures, signed autographs and explored the innovative new store.


Tomorrow will feature more events to celebrate the opening as those visiting Bluewater will get the chance to go ‘all in’ and show their sporting passion in the adidas experiential zone. Shoppers will be able to win an in-store shopping spree of £500 by guessing the amount of adidas brazuca official 2014 FIFA World Cup Brazil™ match balls filling a giant cube. Other activities in the zone will include a speed kicking challenge and a football freestyler demonstration throughout the day.


The adidas concept store which celebrates adidas’ leadership in sports performance can be found on Bluewater’s Lower Thames walk.  Designed to bring fans a truly interactive retail experience, the new store is inspired by the sights and sounds of a sports stadium and is only the second store of its kind in the world, the first having premiered in Beijing earlier this year.


West Ham United’s midfielder Stuart Downing said: “It’s been great getting out meeting the fans at the new adidas store at Bluewater today. The store is really unique; especially the interactive footwear zone, I think the fans will really enjoy it.”


Robert Goodman, Bluewater’s General Manager commented: “This store is designed to bring fans a truly interactive shopping experience and one that we are proud to have here at Bluewater. Having the football players in store today took it one step further and has been very well received by the customers and staff alike.”

To find out more about the new Bluewater concept store or to get your hands on the latest trends visit the new store or www.adidas.com for more information.

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