The great comeback of adidas in Milan

Summer has suddenly arrived in Milan, and with it the desire to go out, play and drink together. A magical moment where adidas is the main protagonist. The Three Stripes are everywhere, from the synthetic football pitches where matches start again to get back in shape, to the streets of the city center on Saturday afternoon, between a Gazelle and a Samba, before stopping at one of the countless wine bars that have become part of the Milanese landscape. A dominion both in lifestyle and performance that will soon be crowned by a great comeback after too many years of absence. On April 10th, Home of Sport, adidas' concept store that redefines the sports experience by combining performance, style and community, will open again. The space in Corso Vittorio Emanuele II will be the new home for sports enthusiasts in Milan, offering an immersive experience that combines sports, design and fashion, following the successful example of the store opened in Paris last May on the occasion of the Olympic Games. A special opening event will also be held on 16 April, featuring football stars such as Claudio Marchisio and the talented Francesco Camarda, Kenan Yildiz and Nico Paz.

They are just some of the guests who will accompany the lucky participants as they discover the new adidas space. Together with them, two very different communities will also be present, but representing the different facets of adidas' work in the urban area: Kings League Italia and Calcetto Eleganza. The event will begin with an exclusive talk on the world of Kings League, hosted by Agnese Nespoli, with the participation of Claudio Marchisio and Francesco Caputo, a prominent striker of the TRM team. This will be followed by the half-time show with a DJ set and a performance by Manuelito aka Hell Raton, a member of the Machete crew, who will heat up the crowd. This will be followed by a bar-sport style talk hosted by Tommaso Naccari, a member of the Eleganza community, and featuring Francesco Camarda, Kenan Yildiz and Nico Paz, two of Serie A's most interesting and promising young players and, of course, testimonials for the Three Stripes.

Open windows, airy environments and solutions such as footwear poles enhance the visibility of products and enrich the in-store experience, allowing anyone who crosses the threshold of HoS to enter the adidas universe. Of course, the protagonist will be football, the universal sport in Italy and the one in which adidas has become the absolute leader thanks to the many agreements with the major teams in the world and the signature on the most coveted football boot of the year (and of many other years since its launch), the adidas Predator. So all the football jerseys you want to wear in your summer, from the Italian National team to Juventus, from AS Roma to Real Madrid, waiting for those of Liverpool next season. But not only in the store, at adidas' House of Sport it will be possible to customize your jerseys in the flocking area thanks to a wide selection of creative patches: from the iconic symbols of football communities to exclusive local designs dedicated to the city of Milan. A sense of exclusivity and uniqueness that distinguishes adidas' approach towards its fans, who can also pick up their online orders on site and discover all the most sought-after items with the Three Stripes or the Trefoil on them.