RUNBASE by Adidas, Berlin RUNBASE by Adidas, Berlin
RUNBASE by Adidas, Berlin RUNBASE by Adidas, Berlin
RUNBASE by Adidas, Berlin RUNBASE by Adidas, Berlin
RUNBASE by Adidas, Berlin RUNBASE by Adidas, Berlin
RUNBASE by Adidas, Berlin RUNBASE by Adidas, Berlin

Adidas Runbase

19 : 05 : 2016 Adidas : Sportswear : Berlin

Berlin – Adidas has opened a new health and wellness centre in the German capital.

  • Punters can buy bundles of tickets, or can subscribe to an unlimited access Gold Pass for £45 ($67, €59) a month
  • The sportswear company is tapping into a growing trend for brand-facilitated cultural, wellness and educational spaces

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.

The Big Picture:

For more on the convergence between sportswear and other lifestyle industries, see our recent Athleisure Market report.

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