Adidas and the Boston Athletic Association (BAA) have announced the launch of the Boston Marathon RunBase store. In partnership with Marathon Sports, the store will open mid-April just steps from the famous race's finish line.
RunBase aims to become the epicenter of the running community in Boston, with its location situated at the 26-mile mark of the course on Boylston Street.
The store will be decorated with inspirational displays drawn from the BAA's archives, and the interior will include a changing room, lockers and showers so that athletes can use the facility as a hub for informal runs.
The 2,000 sq. ft. of retail space will be devoted to the sale of Adidas footwear, official marathon apparel and accessories. Exhibits will rotate seasonally and include historic memorabilia from the past 119 years. A large cast of a unicorn, the marathon's symbol, and a 10-foot 3D topographic animated race constructed from reclaimed wood will greet shoppers. Consumers can also watch race moments on four interactive screens, and 3D gear cases with transparent touch screens will feature the latest Adidas footwear.
"RunBase is a one-of-a-kind resource for runners based in and traveling to Boston," said Mikal Peveto, global director of running innovation at Adidas. "Adidas is taking its partnership with the Boston Athletic Association to the next level with the help of Marathon Sports to let runners experience the best of our brand and the spirit of the greatest race year-round."
Events held at the store are slated to include community runs, visits by expert speakers, visits by professional athletes, training plan assistance sessions and nutritional education counseling.
Adidas is actively thinking outside the box to stay competitive with other big sportswear names such as Foot Locker (NYSE:FL) and Nike (NYSE:NKE), both of which have surpassed expectations in sales in the past few years. In fact, Foot Locker recently reported a 21 percent jump in income in the last quarter.
Last year Adidas partnered with Urban Outfitters (NASDAQ:URBN) to host a pop-up shop within the Space Ninety 8 concept shop in Brooklyn, New York. The store ranges five levels with several features, including an event space for a marketplace of local designers and a restaurant and bar with outdoor dining.
-See this Boston Athletic Association press release
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