Quick Facts
- Adidas will open a 9,161-square-foot Brand Concept store at Mall of America on Level 2 East this October, its first full-price store in Minnesota.
- The store features four retail zones including a dedicated Anthony Edwards shop tied to his five-year, $10 million-per-year Adidas extension.
- Adidas reported Q1 2026 net sales of 6.6 billion euros, up 14% on a currency-neutral basis, with DTC e-commerce up 25%.
Adidas is opening its first full-price Brand Concept store in Minnesota this October at Mall of America, occupying a 9,161-square-foot space on Level 2 East. The store marks the German sportswear brand’s entry into the state as it accelerates its push to grow in North America.
The store is built around four zones: Footwear, Made For You, City Shop, and an elevated storefront with digital touchpoints. The Made For You section puts product personalization and customization at the center of the experience.
Mall of America VP and Head of Leasing Carrie Charleston called it “another first-to-market brand” for the property. “This best-in-class retail experience will offer our guests an innovative way to engage with the brand through product, customization and immersive storytelling,” she said.
The Anthony Edwards Play
A dedicated shop inside the store focuses on Minnesota Timberwolves guard Anthony Edwards. Adidas says the section is designed to build a “connection to the local basketball culture and community.”
Edwards recently signed a five-year contract extension with Adidas valued at over $10 million per year. His AE 1 signature sneaker has sold out across most sizes and colorways on every drop and logged more than 17,500 trades on StockX at an average price of $126 as of June. The shoe became the top-selling signature basketball sneaker outside the Nike ecosystem since launching in late 2023.
Edwards is now the centerpiece of Adidas’ basketball division and its broader North America growth plan.
The Wider U.S. Strategy
CEO Bjorn Gulden has been direct about what the brand needs to do stateside. “In America, to be a successful business, we need to connect to the men’s market, we need to connect to the urban consumer and we also need to be more American,” he said on a 2024 analyst call.
The Mall of America location fits that mandate. The store carries a curated mix of Adidas Originals and Badge of Sport collections, with product tailored specifically to Minnesota consumers. Store design follows Adidas’ latest global concept: neutral tones, metal structures, and translucent elements with a focus on product storytelling.
Adidas tapped John Miller, a decade-long Nike veteran, to lead its American strategy. The brand is also investing in college sports, including baseball and football, to deepen its U.S. roots.
DTC Numbers Back the Bet
The concept store opening comes as Adidas reports strong direct-to-consumer momentum. In Q1 2026, the company posted net sales of 6.592 billion euros, up 14% on a currency-neutral basis. DTC own stores grew 19% and e-commerce climbed 25%. The U.S. market was up 12% in the quarter.
Operating profit reached 705 million euros, about 100 million euros higher than the prior year. The operating margin hit 10.7%, clearing Gulden’s stated target of above 10%.
Wholesale still accounts for 60% of total net sales. DTC, combining owned retail and e-commerce, represents 40%. The company operated 2,022 stores globally as of 2025, split between 886 concept stores and 1,136 factory outlets.
The Mall of America store gives Adidas a flagship-quality DTC presence in a market it has never directly served with a full-price store. With Edwards driving basketball heat and the Made For You experience pushing personalization, the brand is betting localized retail can close the gap with Nike in the U.S.
