adidas to Launch 1st-in-North America Outdoor Concept Store in Vancouver [Interview/Renderings]

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Global retail sportswear giant adidas plans to launch its first branded Terrex store in North America in November in the Kitsilano area of Vancouver.  

Lesley Hawkins, VP Retail for the company, said globally the first Terrex branded store opened in Munich, Germany in November 2021.

Terrex is adidas’ outdoor brand with an extensive product assortment of footwear, apparel, and accessories.

“Why Vancouver? Because it is absolutely the home of the outdoors. There are more consumers engaged in the outdoors every day in the Vancouver market, as they enjoy an unbeatable array of amenities including numerous outdoor parks, the mountains and the ocean on their doorstep,” said Hawkins.

Terrex Kitsilano Digital Footwear Wall (Rendering: adidas)
Terrex Kitsilano Front Facade (Rendering: adidas)

“The location we have chosen on West 4th in Kitsilano is a very busy destination for the young urban outdoor enthusiast.”

The store will be just under 2,300 square feet.

Lesley Hawkins

Hawkins said adidas has a core belief that through sport we have the power to change lives.  

“And Terrex is really that invitation for everybody, no matter the body, to embrace a really connected, conscious and adventurous life in nature. Terrex is really an inclusive and inspiring companion to allow you to enjoy and experience the outdoors from start to finish,” she said.

Terrex Kitsilano Left Entrance (Rendering: adidas)

“Within the Terrex brand there are multiple franchises, covering hiking, technical, outerwear, trail running and others. So when I say that it helps from start to finish it’s really for your entire outdoor journey. We truly believe that the outdoors are accessible to all and certainly the last two years we have definitely seen a major increase in people moving outdoors whether they’re running or hiking or walking. And none of it requires you to be a superstar athlete. Terrex allows you, no matter who you are, to engage with the outdoors whether you’re a beginner or an extreme athlete.”

Hawkins said another component of Terrex is the company’s focus on sustainability which ties into the overall brand values as well. 

“We are on a mission to end plastic waste. In all areas of our business, adidas is focused on sustainability – from product innovation to manufacturing processes to in-store design. Our Terrex store in Kitsilano will feature resource-saving and recyclable materials in the store design itself.”

Terrex Kitsilano Jacket Wall (Rendering: adidas)

She said the Terrex store itself is a retail destination but it is also a real, true community hub, grounded in the adidas heritage.

“You will have an opportunity to learn about the adidas history and the history of Terrex while in the store, but more than anything, we are looking forward to connecting with the Vancouver outdoor consumer, the community and our product assortment will be tailored to best meet their needs,” added Hawkins. 

She said the retailer is expecting to open another four or five Terrex locations in Canada in 2023 with more beyond that.

“Terrex will be expanding globally, although as Canadians are more outdoor focused than other regions, we will be accelerating our outdoor presence in Canada at a faster rate,” she said.

Applications for the Terrex Canadian expansion will be available on the adidas Career Portal.

Article Author

Mario Toneguzzi
Mario Toneguzzi
Mario Toneguzzi, based in Calgary, has more than 40 years experience as a daily newspaper writer, columnist, and editor. He worked for 35 years at the Calgary Herald covering sports, crime, politics, health, faith, city and breaking news, and business. He is the Senior News Editor with Retail Insider in addition to working as a freelance writer and consultant in communications and media relations/training. Mario was named as a RETHINK Retail Top Retail Expert in 2024.

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