By  on October 24, 2019

LONDON — Adidas is stepping into the future with its new digital concept flagship store on Oxford Street, which opens Thursday, across the street from Selfridges. It spans more than 26,900 square feet over four floors, and has been designed to be flexible, immersive, service-oriented — and entertaining.

Of the many digital touchpoints Adidas has introduced, highlights include a new app feature called Bring It to Me, to speed up shopping, an immersive running experience to try out products and RFID-enabled fitting room mirrors that engage and educate.

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