The BFS Seoul will be the only local store where you can find all Adidas brands including Sports Performance, Originals, and Y-3. The two-story, 2,501㎡ store will also be the biggest in the country and will become the first Home Of Sports (HOS) store in the Asia Pacific.

The concept of Home of Sports was planned to provide a sustainable, innovative, and comprehensive experience for global consumers. Based on the experiences of its sports-loving consumers, each global store will be built on the unique local cultures. Also, as a global leader, the brand will ensure to display people of all shapes and colors to incorporate diverse cultures and generations.

Designed to accentuate the beauties of Korean culture, BFS Seoul is expected to bring new experiences and aspirations for consumers with a range of products and events giving off the charm of Seoul’s culture and lifestyle. In the Seoul Shop and the Seoul Lab on the first floor, in particular, you can find a series of products that have this city’s interesting stories, or make your own customized products.

While the first floor will be filled with the Seoul Shop, the Seoul Lab, and Adidas Performance’s running and training lines, the second floor will become home to Adidas Performance football, outdoor (TERREX), and Adidas Originals, basketball, and Y-3 products.

In celebration of the opening of the BFS Seoul, adidas will provide a wide range of benefits and events for adiClub members including customized styling advices, gifts per purchase amount (reusable bag, custom kit etc.), and invitation to events. In addition, the all sold-out SAMBA will be released again.

adidas Korea is striving for promoting consumer-based global strategies. The company is planning to build physical and virtual retail environments to provide better consumer experiences and increase credibility of the brand. Opening of the BFS Seoul is expected to accelerate stronger communication with the consumers in all its stores in Korea.

adidas has one flagship store and two brand centers in the country - adidas Brand Flagship Seoul, adidas Gangnam Brand Center, and adidas Hongdae Brand Center.