On lands at Bangkok’s ICONSIAM with a flagship that fuses Swiss precision and Thai inspiration. Drawing from Khon Kaen’s Blue Spring, the 826 sqm store features natural textures, curved design, and an interactive Magic Wall showcasing On’s innovations. Divided into zones for running, training, lifestyle, and tennis, it doubles as a hub for the city’s running community with workshops and run clubs. More than retail, it’s a cultural destination blending performance, storytellin

Nike Running @ The Corner in Nordstrom NYC blends performance, lifestyle, and community. Showcasing Pegasus, Vomero, and Structure alongside women’s apparel and customization, the space hosts weekly runs, recovery workshops, and tutorials. More than a pop-up, it’s a retail clubhouse that inspires connection and celebrates running culture, merging Nike innovation with Nordstrom service to transform shopping into shared momentum and storytelling into community fuel.

adidas Originals lands in Cairo with a striking new concept store at Mall of Arabia. Featuring a glowing blue trefoil, sleek design, digital storytelling, and an iconic sneaker wall, the space blends lifestyle, sport, and fashion into one immersive experience.

Champion took flight in Shanghai with a bold weekend pop-up at No. 193 Anfu Road. Inspired by its “Flying Wings” heritage, the immersive space reimagined sport, style, and movement through retro motifs, racing and ballet aesthetics, and hands-on workshops. Visitors stepped into a world where fashion broke boundaries, sneakers became art, and identity flew free. The result? A cultural moment that fused retail theatre with real community energy, championing creativity at every

SDD25/20_03: HOKA and Xsneaker have unveiled a standout retail experience with their Greenhouse Garden installation at the Southern Song Dynasty Royal Street store. Created to celebrate the launch of the Mafate Speed 4 Lite, the immersive concept draws from the idea of a greenhouse ecosystem, where light filters through transparent glass to spotlight thriving greenery. This setup reflects the symbiotic relationship between nature and city life, offering a calming, atmospheric

SDD25/19_05: Nordstrom has transformed its flagship NYC store with an immersive takeover by New Balance, bringing the brand’s fusion of sport and culture to life through a dynamic pop-up experience at The Corner. This unique installation highlights New Balance’s commitment to craftsmanship, innovation, and community, offering a curated selection of footwear, apparel, and accessories for all ages. The space evolves through themed activations that explore the brand’s identity ,

SDD25/18_03: In the heart of Seoul’s trend-setting Seongsu district, adidas Originals has launched a flagship store that redefines what retail can be, more than a store, it’s a cultural statement. Designed in collaboration with Checkland Kindleysides, the space blends Brutalist architecture with refined minimalism, paying homage to the area’s industrial past while embracing its creative present. The striking red brick façade sets the tone for what unfolds inside: a multi-floo

SDD25/16_02: Saucony made a bold and beautiful statement at the 2025 Oleh-Oleh Festival in Shanghai with its latest “House of Saucony” experience, an immersive, flower-filled activation that blended retro running heritage with contemporary street culture. At the heart of the installation was a giant sculptural flower inspired by the vibrant color palette of Saucony’s new limited-edition Grid Jazz 9, co-designed with New York musician and designer Jae Tips. The petals, in six

SDD25/13_03: Onitsuka Tiger continues to push the boundaries of sportswear and high-end fashion with the launch of its ULTI RS™ series in Shanghai. This latest collection seamlessly merges athletic performance with contemporary style, catering to the demands of modern urban lifestyles. The event highlighted the brand’s commitment to innovation and functionality, drawing in sports and fashion enthusiasts alike. Paris Olympic mixed doubles badminton champion Huang Yaqiong was t

SDD25/11_05: The narrative around the decline of physical retail overlooks an essential truth, stores are not dying; they are evolving. Leading brands recognise that brick-and-mortar spaces serve a greater purpose than just sales; they are platforms for storytelling, brand immersion, and deepening consumer connections. By prioritising experience over direct monetisation, retail environments become powerful touchpoints that reinforce brand identity and long-term loyalty. New B

SDD25/10_01: Nike’s return to the Tokyo Marathon Expo after a decade showcased an exceptional blend of immersive retail design and athlete-focused product testing. The activation provided runners with a hands-on experience to discover the perfect footwear, highlighting Nike’s expertise in maximum, responsive, and stable cushioning. By transforming the expo space into an interactive trial zone, Nike created an environment where runners could test shoes in real-time, ensuring p

SDD25/04_04: Puma transformed Shanghai’s West Bund Dream Center into a high-energy hub, launching the Speed Cat Immersive Racing Entertainment District. This activation merged motorsports with urban streetwear, delivering an unforgettable experience. By evolving its Speed Cat theme into an interactive space, Puma redefined experiential retail. Instead of static displays, visitors engaged with the racing-inspired collection through cutting-edge visuals and hands-on activations

SDD25/04_02: In celebration of the Year of the Snake, Jordan World of Flight Chengdu features the striking "Silver Python Invasion" installation, a bold representation of transformation and resilience. The monumental silver python, shedding its old skin, symbolises the Jordan Brand’s fearless spirit and innovative drive. Positioned at Chengdu IFS, the installation captivates visitors with its dynamic design and interactive elements, setting the tone for a new chapter in retai

SDD25/02_02: In the heart of Shanghai's Huaihai Middle Road, New Balance has opened its first-ever NB Grey R concept store, redefining retail design with a seamless blend of urban sophistication and natural tranquility. The store's interior is a tribute to timeless gray aesthetics, where the calmness of stone meets the warmth of wood, evoking the serene interplay of morning mist and evening haze in a winter forest. Accented with natural plants, the space embodies quiet growth

SDD24/50_02: Puma’s "Forever Faster" roadshow is a masterclass in blending experiential design with brand storytelling, creating a high-energy celebration of speed and style. The event transformed its venue into a racing-inspired wonderland, with a bold colour palette of silver, red, and black and dynamic lines mimicking a racetrack's curves. Visitors were immersed in a sleek and vibrant atmosphere that showcased Puma’s Speedcat shoes and autumn-winter collection, all while c

SDD24/41_01: Jordan Brand is stepping up its dedication to women’s streetwear with an exclusive pop-up shop at Nordstrom NYC. Titled 'Jordan Brand at The Corner,' this collaboration transforms part of Nordstrom’s flagship store at 57th St. and Broadway into a hub for women’s sneaker culture, offering a curated selection of exclusive apparel, sneakers, and accessories. In addition to shopping, the pop-up host's 'Girl Talk' sessions every Thursday, featuring influential women d

SDD24/39_02: Nike’s 'Don’t Waste Your Energy—Run in Pegasus' installation at Nike Town Oxford Circus, London, spotlights the brand’s Pegasus 41 running shoes with bold displays, interactive activations, and an engaging running zone for visitors to experience.. Pictures courtesy of Tim Nash / @tim_nash_

SDD24/36_04: The Adidas Bukchon Heritage Store in Seoul blends Korean culture with Adidas Originals. Located in the historic Bukchon area, the store offers exclusive products, including the Samba Tal, inspired by traditional Korean mask dance. Its design incorporates hanok elements like a yard, traditional floor patterns, and hanji ceiling lighting, creating a unique fusion of Korean heritage and adidas identity. The store's opening featured a "Sneakerheads Workshop," where v

SDD24/36_01: Zurich-based running shoe brand On continues its global retail expansion with the opening of its tenth standalone store in Milan. Located in a spacious 400 sqm (4,306 sq.ft.) unit within a Brutalist building from the 1970s, the store spans two floors and features a design by On's in-house team that mirrors the brand's recent retail concepts. The interior showcases On’s innovative technologies and sustainable materials, including unique soles, with extendable meta

SDD24/33_05: The Trefoil Retro Sports Hall in Taikoo Li, Sanlitun offers a limited-time Adidas Originals experience. Visitors can explore a curated exhibition featuring rare retro sneakers from veteran collectors, immerse themselves in vintage fashion displays, and even customise their own retro shoes with a unique twist. The space also includes an exclusive preview area dedicated to thin-soled shoes, making it a must-visit destination for sneaker enthusiasts and retro style

SDD24/33_01: The new youth community Area.01 and Adidas Originals collaborated on a pop-up store in Shanghai called "Taekwondo Yuqing Road." This unique space featured an all-pink Taekwondo gym and an emotional release experience, designed to empower women, particularly the March Grass girls who gathered to showcase their strength. Visitors could also purchase the sought-after thin-soled Taekwondo shoes, made popular by Jennis, by appointment. Pictures courtesy of Kickvision.

SDD24/30_03: Solebox Paris, the brand's seventh location, has opened in the 1st arrondissement on Place du Marché Saint-Honoré. This store is inspired by a classic Parisian brasserie, featuring brass details, solid stone elements, and a striking bright yellow facade. In collaboration with Cafeinn Paris, it also offers specialty in-store coffee. To mark the opening, Solebox has launched an exclusive adidas Originals x Solebox Handball Spezial and a Saint-Honoré-inspired capsul

SDD24/27_02: Solebox and adidas Originals collaborated to tease the opening of a new Solebox store in Paris by taking over Café Fringe in...

SDD24/23_01: Nike's "On Air" extraordinary innovation experience event, held at Orbit in Shanghai's West Bund Financial City, offered a...