Adidas has opened its first global flagship across the Middle East, India and Africa in The Dubai Mall. As per reports, focusing on sustainability, the technologically advanced store blurs the lines between the physical and the digital realm to provide a snapshot of the future of retail

Through this store, adidas alters the brick-and-mortar experience through technological innovations aiming to improve consumer-to-brand relations. The store includes its new “Bring it to Me” initiative — a futuristic concept tailored specifically for consumer needs. Redefining uninterrupted browsing by bringing products directly to you, its screen-clad RFID Smart Fitting Room also creates an immersive experience giving you the ability to cycle through different backdrops to see whether your fits can withstand real-life scenarios.

The store boasts a bespoke lineup of additional in-store concessions such as MakerLab — the one-stop-shop for customizing purchases that will enlist specialist staff in hosting a variety of activations. To further build on its community-led ethos, London-based shoe care leaders Crep Protect maintain a permanent space to bring together and nurture the local community’s affinity for sneakers.

Alongside the best sports offerings from adidas, this unique 15,909sqft space also marks the introduction of the region’s first dedicated Outdoor collection, focused in particular, on hiking and trail running. A prominent women’s and kid’s area houses a wide selection of products in addition to an internal DXB shop stocking Dubai-only exclusives as well as the latest collaborative releases.

Rated gold by the LEED green building certification body, the store also provides an educational area for the importance of eco-friendly practices relayed via both digital and analog means.