Adidas Reopens 569-Square-Metre Chadstone Store Under Home of Sports Concept

Adidas reopened its Chadstone store in Melbourne with 569 square metres of selling space, making it the first location in the region built around the Home of Sports concept.

The store returned to trading following a three-month renovation designed to expand floor capacity and introduce new merchandising layouts.

Customisation and Footwear Ranges

Part of the expanded floor plan houses a dedicated Originals shop-in-shop, using the brand’s Collection V2 design for the first time in the Australian market. Two main footwear walls show inventory spanning running, training, football and lifestyle lines.

Shoppers can also use a dedicated Made for You counter near the point of sale. The station applies heat-pressed patches and personalised name sets directly onto apparel and shoes during purchase.

Foot Traffic and Format Rollouts

Securing prime space matters for sportswear operators chasing high-volume sales. The Chadstone shopping centre draws more than 22 million visitors each year, giving the brand direct exposure to one of the highest-density retail corridors in the country.

Sportswear majors across Asia-Pacific continue to replace standard mall units with larger experience-led stores that combine performance categories with lifestyle streetwear under one roof. Nike and Puma have followed similar paths across regional gateway hubs, using flagship remodels to push direct-to-consumer sales and higher-margin personalised gear.

The business opened the upgraded doors with a weekend roster of local pop-up collaborations, with attention now turning to how the Home of Sports layout performs ahead of wider network updates across Australia.