This new athletics cathedral helps pave the way for the future of sports and style in the country
Adidas’ first brand center inspires Filipino culture, creativity, and athleticism
Basketball is to Filipinos what football is to America, hockey is to Canada, and soccer is to Europe. In the Philippines, each barangay or community would at least have one basketball court. The streets, meanwhile, are riddled with makeshift courts, hoops made of recycled planks and bent metal rings.
Our love affair with the sport began in 1910 when Americans started teaching basketball at schools and the Young Men’s Christian Association (YMCA). On the other hand, whenever Manny Pacquiao would be on the boxing ring, Manila’s crime rate would drop to zero, the Philippines would seemingly stop for a while, all to watch the bout and show support for Manny. Suffice it to say, sport is a huge part of Filipino culture. Pinoys eat, sleep, and breathe sports.
A brand that has been long committed to supporting athletes, equipping individuals with the proper channels to grow in their journey in play, Adidas launches its first-ever brand center in the Philippines to further its cause.
The brand center, after a year’s delay due to the pandemic, has opened its doors at Glorietta 3, Makati, elevating Manila and the Philippines to the world stage for the sportswear company.
From its range of sporting and lifestyle goods to strengthening its call to help end plastic waste, the latest depot is intended to connect and inspire the athlete in all of us and drive its visitors to own their game, be it in sport, sustainability, culture, or in life. It is meant to showcase the key stories the brand was built upon.
“Through sports, we have the power to change lives,” said Anthony Frangos, general manager of Adidas Philippines in his opening remarks at a media brief last week. “Sport is our past, our present, and future. It is what brings people together. It was through sports that our hearts were lifted when we saw our athletes bring home medals, including gold for the first time, and competed for their best in the Tokyo Olympics.”
Anthony explains that the opening pushes through this time around as the Filipino consumer deserves what Adidas has to offer. “Despite the challenges in building [the brand center] in an established mall, it enabled us to tell some unique stories. We are excited for everyone to come and see what we have been working on for two and a half years now.”
The brand center is one of Adidas’ largest stores in Southeast Asia, occupying 1,500 square meters of space. Not only is it expansive in terms of floor area, but the offerings and products too have been expanded. It houses the country’s largest collection of apparel and gears for any sport, from cycling to hiking, from swimming to tennis and golf, as well as trail and the outdoors. Of course, also available are signature collaborations with the likes of Stella McCartney and Ultra Boost.
This extended lifestyle and sportswear selection is accompanied by elevated customer service, by which guests are treated to a one-on-one service with dedicated in-store specialists and a digital guide with more details about each section that can be accessed via QR codes. Moreover, the staff makes use of the application called “Bring It to Me,” which, as the name suggests, makes tracking and finding products more seamless.
Another highlight of the establishment is its 12 “moment areas.” These are spaces that synergize sport and culture, drawing on the unique Filipino heritage from artworks in fitting areas done in collaboration with Argao weavers in the Visayas as well as T’boli women in Mindanao to its Women’s Ramp housed in wood slat and finished with locally made and handmade clay disks.
One could say, the shop is one big piece of art. Here, guests may admire installations inspired by indigenous designs, created by a diverse mix of artists and sensibilities. It is adorned with works from prominent visual artists like Kris Abrigo, contemporary art group Aral Cru, and Adidas partner Quiccs.
For those who prefer something more personal and as part of the sportswear company’s goal to help Filipinos explore their individuality, patrons may customize their Adidas products through another first, the Maker Lab. Practice your creativity by designing your own shirt or shoes.
Rounding out this segment are unique pendant lights, in the shape of the Philippine Eagle, which, when viewed from afar, appears as the three stars seen on the Philippine flag.
The pièce-de-resistance is the Sustainability Ramp that raises Adidas’ main advocacy to end plastic waste, a beacon for sustainability. The 14meter-long structure is composed of a life-sized digital tunnel with a full wall of curved LED mesh and four large OLED displays that deep dive the issue of marine plastic pollution through an immersive experience that ultimately aims to spark conversations about sustainability and how everyone has the capability to lead the change.
The ramp’s main purpose is to educate people, bringing forward Adidas’ model called A.I.R., which stands for “avoid, intercept, and redesign.” The brand has put a lot of effort and energy into this model since 2015.
“I would love to see the space [Sustainability Ramp] used as a way to bring children through a school excursion, to discuss sustainability,” beams Anthony. “I really do see it being more than an attraction, but a place to create awareness for consumers on the important topic [sustainability]”
“With the launch of the brand center, it was the perfect timing for us to raise awareness about sustainability. We hope that through this narrative, we are able to inspire everybody visiting our Sustainability Ramp to accept the challenge of ending plastic waste head-on,” says John David Cortez, manager of sports marketing and brand communications for Adidas Philippines. “We envision the brand center to be a space where everyone is open to exploring how far their creativity and individuality can take them. With the store’s wide collection of apparel and through our collaborations with local artists and indigenous communities, we hope to inspire all to drive positive change in their fields—but most importantly, within themselves.”
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‘Through sports, we have the power to change lives… It was through sports that our hearts were lifted when we saw our athletes bring home medals including gold for the first time, and competed for their best in the Tokyo Olympics.’