This week Adidas opened the world’s biggest Adidas Sports Performance store on the Avenue des Champs-ElysÃ©es in Paris . In attendance were some of the world’s greatest athletes, including soccer player Zinedine Zidane and tennis star Justine Henin-Hardenne. â€œThe Champs-ElysÃ©es has a very special meaning for us,â€ said Roland Auschel, senior vice president of Europe, the Middle East and Africa . â€œNot only is it the most famous shopping street in the world, (but) we celebrated the World Cup here in 1998.â€ The company expects a footfall of 150,000 visitors before the end of the year, of which 70 percent tourists.
Adidas France is outperforming the company’s home market in Germany and claims to control 14 percent of the French sportswear market. Nike says it controls 11.8 percent of that market. â€œAdidas is the leading sports apparel business on the French market,â€ AndrÃ© Maestrini, president of Adidas France , told WWD. He said women’s sportswear and soccer were the main drivers of the French business. â€œThe women’s category is essential, we wanted to create a feminine atmosphere and intimate space where shoppers can feel relaxed,â€ he said, commenting on the second floor of the store which is devoted to women’s wear. An 860 square foot area is devoted to Stella McCartney for Adidas.