PETALING JAYA – Sportswear giant adidas has unveiled its most significant retail undertaking in Malaysia to date with the ambitious re-opening of the adidas Brand Center at Sunway Pyramid. Reimagined across two levels, the newly transformed space is designed to be more than just a store; it’s a living cultural hub where the precision of sport, the fluidity of street culture, and local Malaysian identity intensely converge.
First established in 2019, the Brand Center has been fundamentally retooled with a minimalist, industrial aesthetic, utilizing modular metallic systems to create a flexible, fluid environment. This design choice mirrors the brand’s objective: to create a “creative playground” that actively encourages self-expression, champions individuality, and pushes the boundaries of imagination for the local community.
Creative Canvas: Celebrating Local Malaysian Artistry
Central to the new Brand Center’s identity is its commitment to homegrown talent, showcased through collaborations with two distinct Malaysian artists whose works now anchor the space.
- Kaiyi Wong from Unreality Studio: Situated on the Lower Ground (LG) floor behind the cashier counter, the artwork of digital artist Kaiyi Wong (known as Unrealitykai) presents a bold, future-forward statement. Wong’s piece reimagines the classic adidas Badge of Sport through a distinct Malaysian cultural lens, creating a contemporary icon that speaks to inclusivity, sustainability, and progress. His work, which blurs the line between the real and virtual, is a statement of identity and the future of sport culture in the country.
- AsmoeRoc: As consumers move from the LG to the Ground Floor (GF), they are met by the raw, urban energy of AsmoeRoc, a recognized graffiti writer and practicing architect. His installation, positioned beside the escalator, channels the rhythm of Kuala Lumpur into a striking sculptural form. AsmoeRoc’s signature style—a blend of hip-hop subculture and architectural elements—builds a surreal city block where the energy of adidas beats in sync with the pulse of the street.
These artistic partnerships successfully transform the Brand Center into a cultural destination, fusing future-forward digital art with fearless urban codes, ensuring the space speaks authentically to the diverse Malaysian creative scene.
Immersive Zones for Consumer Self-Expression
The transformed Brand Center goes beyond showcasing merchandise by introducing a series of immersive zones designed to engage shoppers and spark their own creativity:
- Footwear Wall: Serving as a dynamic centerpiece, this area showcases adidas’ latest performance innovations and cutting-edge technology, inspiring athletes and enthusiasts alike to explore the limits of possibility with every run or step.
- Key City Tee Area: In a nod to celebrating local culture, this zone features a selection of Key City Tees. These items capture the spirit of Malaysia, allowing the brand’s global identity to be expressed through distinctly local storytelling, providing a wearable symbol of homegrown pride.
- Motorsport Simulator: For those seeking an adrenaline rush, the simulator offers a cutting-edge technological experience of the racetrack. This zone fuses the elements of speed, design, and performance, bringing the thrill of professional motorsport directly to consumers.
- Made For You Counter: Creativity reaches its peak at this dedicated customization area. Consumers are invited to design and personalize their adidas products, from choosing colours and graphics to selecting different finishes, effectively turning each purchase into a unique, personal statement.
In addition to these immersive experiences, the adidas Originals area functions as the Brand Center’s progressive cultural hub, utilizing an industrial aesthetic with bold Trefoil branding. Meanwhile, the Training Section is specifically designed to inspire discipline and new definitions of strength and performance among the community.
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The re-opened adidas Brand Center is located at Level LG, 1.18 – 1.20A and Level G, 1.17 – 1.19, Sunway Pyramid, and is open daily from 10:00am to 10:00pm.
