This is Adidas’ flagship London store. Being a newly opened store in 2019, it boasts 27,000 sq ft and over 100 digital touch points, making it the brands most digital store to date. The store offers a space called The Base, which is reserved for events that immerse customers into a brand experience. This makes it a perfect fit for our sport event due to the large space we will require for our interactive activities that will be occurring.