Berlin – Adidas has opened a new health and wellness centre in the German capital.
Branded running stations have become an urban phenomenon in East Asia, as we covered in our recent Run Stations microtrend, but the format is now taking hold in Europe as well. Adidas has just launched an ambitious concept that combines an active food kitchen, personalised training schedules, urban running routes and in-house classes.
The concept is built around five core pillars: heart, brain, gear, energy and muscle. The product offer – the ‘gear’ pillar – has equal weighting with other subtler brand-building initiatives, demonstrating a growing trend towards physical stores as brand experiences rather than transactional spaces. The Adidas LABkitchen will offer optimised meals, while medical and physiotherapeutic services will be available for expert guidance and treatments.