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The future is female: Why Adidas is betting on women

Adidas’ new mini brand centre concept is all about highlighting the best of women’s athleisure and it has just landed at the luxurious Melbourne Emporium.  Borrowing elements from the brand’s glamorous 1000sqm flagship stores in Berlin and Tokyo, the one-off Adidas store is half the size and features a luxe fit-out, digital screens and a major focus on women’s fashion, featuring the latest streetwear from celebs such as Karlie Kloss, Stella McCartney and Pharrell Williams.  “