Warren Little

David Beckham opened Adidas’s Dubai Homecourt flagship store on Tuesday, delighting the thousands of fans who had ventured to the Mall of Emirates to get a glimpse of the football star.
   Beckham personally welcomed 50 winners of an Instagram competition, who were individually greeted and photographed, and some managed selfies with the footballer.
   The 375 m² store is designed to bring a more authentic in-store experience, says Adidas. The store features the Arena Façade, which resembles an entrance gate, welcoming each visitor with a “sound shower” of cheering fans as one enters; a Team Room, a large fitting area and social space allowing shoppers to try on products; and the Shoebase, a bar with an interactive table and two touch-screens connected to the Adidas website to help customers select a product.
   Those present included Adidas directors and vice-presidents from the Middle East and North Africa regions: Osman Ayaz, Jason Thomas, Tushar Goculdas, Jad Chouman, and Siddarth Jham.
   Beckham said, ‘I always love coming to Dubai—it’s a special place that’s constantly evolving, just like Adidas and their stores. Spending some time here today, it was great to get a sense of the energy people have for sport. In Dubai I’ve met people from all around the world who are united in their passion for sport.’
   Fans can find more on social media at facebook.com/adidasfootballMena and @adidasmena on Twitter and Instagram.











Warren Little