Adidas Opens New Women’s Store with “Softer” Design Elements

Adidas (Herzogenaurach, Germany) has cut the ribbon on a new women store’s in Cape Town, South Africa featuring softer design elements than what are normally seen in a sports retail store, Business Insider writes.

Designers relied on rounded edges, flowing lines and muted tones in their aim to create a spacious, modern environment, the article says. To make the store geographically relevant, the shoemaker also collaborated with local artists, including one textile designer who crafted a hand-stitched wool tapestry.

The store originally began operating in August as a pop-up. This is Adidas’ second women-focused store after opening its first in Dubai last month.

Read more at Business Insider.