German multinational company Adidas, known for its sportswear, will open its first large-format ‘halo’ store in Canada this summer in downtown Toronto. The concept debuted in Dubai last year with plans to roll out locations globally.
The halo concept store merges several of the Adidas sub-brands under one roof while also offering an immersive customer experience. In 2021 the halo concept was launched with an eye to sustainability and innovation as well as an expanded focus on the female shopper. Various activation zones in halo stores include displays for Beyonce’s Ivy Park collection, Adidas by Stella McCartney, Y-3, Sustainable Stan Smith products and others. ‘The Maker Lab’ at the Dubai store gives customers the opportunity to customize designs.
Technology in the halo stores include immersive RFID powered fitting rooms, digital walls displaying products such as footwear and smart ‘bring it to me’ app feature. Visitors can also bring their favourite sneakers back to life at the ‘Crep Protect’ experience which doubles as an events space where influencers can hold workshops that embody sneaker culture.
In June, Canada’s first Adidas halo store will open at CF Toronto Eaton Centre in a retail space once occupied by Forever 21 on the mall’s second level. The Adidas store will span more than 12,600 square feet according to a lease plan on the Cadillac Fairview website.
It is not yet known if Adidas will open more of its halo concept stores in the Canadian market. The brand has seen particularly strong market penetration in the Montreal and Vancouver markets, indicating the possibility that one or both cities could be in line for at least one Adidas halo location.
Adidas has several other stores in the Canadian market, including two in downtown Toronto. A short walk away from CF Toronto Eaton Centre is an Adidas sports/performance store which occupies a prominent ground-level space at the north-east corner of Yonge and Dundas Streets. On nearby Queen Street West is an Adidas Originals store which caters more to those seeking fashions sometimes with a retro vibe. Adidas also operates sports/performance and ‘Original’ stores in the Montreal and Vancouver markets and the company also operates several other locations including outlets in Canada as well.
We’ll follow up with this story in June when the CF Toronto Eaton Centre flagship opens to the public.