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At first glance it looks like any other sports shop. People rummage through goods rails.
But come in. And you see and feel the difference.
It's a big departure from traditional recreational sports enthusiasts who have always gone for a masculine appearance, with dark colors and strong macaques gracing the shop.
Welcome to adidas first women's shop in Canal Walk – women-only and women-only.
Started in a month that women are honored and celebrated, I visited the store.
The first thing that caught my attention was a large sign that read "Womxn," a bold move by the business to indicate the inclusion.
When I entered, the ambience evoked warm and happy feelings. As an active athlete who likes bright colors, the shop was welcoming and hugging. It embodied femininity.
There are no bored looking husbands or friends waiting around. In fact, not a single man was in sight.
I browsed through sports, casual wear, and fashion while shopping for running gear.
I loved the all-female staff, I could really scream in the store that I didn't know my sports bra size and needed measurements, which was what we were doing in the middle of the store.
This was new to me as I usually had to go to a locker room for service which was usually in the back of the store.
wadays every woman wants to make a statement with her outfits – and there is a wide choice to make the transition from sportswear to meeting a friend over a cup of coffee in casual wear.
The shopping experience is also personalized – in case of doubt you can always trust the advice of an assistant.
The adidas Women's Store, which will open on Women’s Month, is also a plus for every woman who is looking for inclusion and space, who celebrates femininity in all shapes and sizes.
thing beats the feeling that you as a customer are not just an “by the way” customer, but that you are valued and hugged.