Adidas is strengthened its presence in New Zealand with the opening of its largest store in the country at Auckland’s Sylvia Park. 

The 955sqm flagship, opening on July 17, brings together the brand’s performance and lifestyle categories under one roof, offering products across running, training, football, basketball and Originals, alongside premium collections including Y-3.

The launch comes during New Zealand’s rugby season and ahead of the All Blacks’ clash with Ireland at Eden Park, with the flagship carrying an expanded rugby assortment, including the Rugby’s Greatest Rivalry jersey.

Beyond product, the retailer is positioning the store as a community destination, with athlete appearances, shoe customisation, games and giveaways scheduled throughout opening weekend.

The flagship combines Adidas’ latest global retail design concept with installations by New Zealand artists, reflecting the company’s focus on local relevance.

“With its rich sporting heritage and deep sense of community, Tāmaki Makaurau is the perfect home for our largest store in the country,” said Craig Manson, country manager, Adidas New Zealand. 

“We’re thrilled to open at Sylvia Park and offer New Zealanders an elevated, world-class retail experience that proudly showcases both global Adidas innovation and homegrown artistic talent.”

Earlier this year, Adidas partnered with Foot Locker on a one-day experiential activation celebrating the return of the Superstar sneaker, featuring a live tattoo station by Māori artist Heeds Native and a sneaker customisation station.