The adidas NYC global flagship location in New York City is more than a big store, it’s a beacon for the brand and the city. At four floors and 45,000 square feet, the stadium-inspired retail concept is central to adidas’ growth strategy and ushers in a new era in how consumers experience sport in stores.
Creativity, sustainability, and authenticity are at the core of this approach, and adidas selected PlayNetwork to translate these ideas through music and high fidelity sound across all of their retail concepts in the US; most recently at adidas NYC. The solution includes:
- Branded Music Strategy. PlayNetwork leveraged adidas’ brand identity to create custom music strategies for Originals, Outlet, Performance and Flagship stores to immerse consumers in the global spirit of adidas, and local sound of style.
- Music Curation. Each music strategy is programmed and managed by PlayNetwork music supervisors, who partner with the adidas team to align segmented playlists with core messages, campaigns, products, and environmental attributes for each store type. For the adidas NYC flagship, this includes a fresh mix of contemporary rap, stylish R&B, brand-sponsored musicians and exclusive underground sounds from artists that can only be heard at adidas.
- Audio/Visual Systems. For the Stadium concept, PlayNetwork configured the audio/visual systems for the NYC flagship’s complex design blueprint, and installed a sophisticated sound system that utilizes cloud-connected hardware for remote management and control of the multi-zone experience.
By using entertainment media to fuel their narrative and invite consumers to hear the brand, adidas is redefining innovation in retail with the music at the helm. This sound is evocative of the passion that resides within their fans and helps set the tone for a consumer-powered brand experience.
Want to learn how music is chosen for the world’s favorite brands? Find out more here.