The company has opened its first Southeast Asian flagship in Hanoi, Vietnam, introducing a six-storey retail concept combining sportswear, lifestyle products and local cultural elements.
Located in the Hoan Kiem district near Hoan Kiem Lake, the Adidas Hoan Kiem flagship brings together several of the brand’s key categories, including Adidas Football, Adidas Originals, Y-3 and Adidas Running, alongside products for pickleball, golf and motorsport.
The store features a rooftop on the sixth floor overlooking the lake, with artworks by Vietnamese artists Viet Max and Truy Bao inspired by Hanoi’s cultural identity.
According to the brand, the format combines product retail with art and experiential elements, extending the store beyond a conventional shopping environment.
The Hanoi opening follows another retail expansion in Vietnam earlier this month, when Adidas opened its first heritage store in the market in Hoi An Ancient Town.
The store occupies a 300-year-old building within the Unesco World Heritage Site, adding a heritage-led retail format to the brand’s local portfolio.
