DAVID BECKHAM and ADIDAS

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“The store at Mall of the Emirates is a new home for sport fans. It’s a unique place that takes the consumer experience to an entirely new level by featuring sport and passion in every single element. David’s appearance at the store this week is a bold statement that signals our commitment to the region and our intent to put fans at the heart of sport. It is the start of exciting new journey for adidas and for fans, all starting as soon as they enter the store”, added Thomas. A key feature of the new adidas HomeCourt concept is the Arena Façade, creating a bold, distinctive new look for adidas. Like an entrance gate, the Tunnel Entry draws consumers into the big game and welcomes every visitor with a “sound shower” of cheering fans into the stadium.