With sport at the heart of everything adidas does, it was the perfect introduction to the new HomeCourt store as fans spent precious time with the footballing superstar, creating memorable moments that only adidas can offer. The next generation store concept was developed in line with adidas’ love of sport and celebrates the brand’s proud and authentic sports heritage to give consumers its best in-store experience yet. It is the first of its kind to be launched in Dubai with Beckham the ultimate guest of honour, bringing the concept to life. It offers an entirely new and interactive experience by bringing the spirit of sport to the 375 sqm store and creates a place where fans can feel the energy of the game and the thrill of the event from the moment they step inside.