On May 30th, Adidas opened the doors to its largest European flagship store at 88 Avenue des Champs-Élysées in Paris, with the ambition of creating “the most viral shop ever.” For the first time in France, the brand was introducing its new retail concept, Home of Sport—a dynamic space designed to integrate Adidas into contemporary culture.
To bring this promise to life, the team made it the epicenter of French sport and culture. The opening featured the launch of the “ZZ Suite” with Zinedine Zidane, an exclusive jersey created by Jules Koundé—widely considered the most stylish player on the French national team—and a special collaboration with designer Diana Al Shammari. The celebration continued with a showcase by Ninho, one of the most influential rap artists of his generation, and the installation of the Boxing Club by Hôtel Mahfouf, curated by Léna Situations, whose 3-million-strong community has made her a defining voice in France’s fashion-forward, spontaneous lifestyle scene.
