Girl power: Adidas unveils pop-up gyms for women

Retailers and brands are increasingly turning to retail theatre in their stores, creating an experience for the customer, as we reported in our The Tomorrow Store macrotrend.

As part of the wider mygirls campaign, which provides a platform for women to connect and share motivational stories through social media, Adidas is now holding pop-up gym events worldwide, where women can take part in a range of sports with their friends including cricket, boxing and fencing. The resulting physical spaces enable women to connect, experience and share their passion for sport face to face.