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Adidas LDN runs in to London

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Imagine you’re a soccer star and about to run out on to the pitch of your home ground. Phones will be pointing in your direction as you do so and the chances are you’ll feel pretty good about it all.

Something of the kind is on offer in the newly-opened 27,000 sq ft Adidas LDN store on Oxford Street. If shoppers in this tech-filled, experience-led store choose to buy Arsenal replica kit they can pose in front of a large screen and then take a selfie of themselves running out from the tunnel into the Emirates stadium. As a way of making shopping fun, this one takes some beating.

And as well as the in-your-face stuff, this store is also the hub for a ‘Bring it to me’ app, which permits users to check sizes, scan products and pay in situ. All of which means that staff are free to offer an enhanced service, or so the theory goes.

The store is just opposite Selfridges’ flagship and only a single tube stop from the Nike flagship at Oxford Circus. London has a new frontrunner in the sports retail business.