Adidas Is Using Retail Stores To Change The Way We Run

Adidas is going big with its New York opening. Just outside of Times Square, the massive brick-and-mortar commerce hub is about a little more than the sneakers the German company is best known for. Across its several stories, the store features a cold-press juice bar, stadium seating for those who want to take in a quick game while they shop and a custom shoe station for those who want to be certain their footwear is 100 percent unique.

One can even get some “free” time with an in-house trainer, with no obligation to buy a set of shoes at the end (though we’re willing to wager that trainer will have some very excited recommendations).

All of it, however, is built around the Run Genie — an in-house system designed to quantify how a runner runs. Instead of merely using a camera system, the Run Genie relies on wearable sensors that fasten to the laces of the shoes. Those sensors cough up a pile of data on how a runner runs — all in the course of about 40 steps.

Pronating? Supinating? Banging away on the wrong part of the foot? The Genie sees all and emails the results back to the user with a recommendation on the right shoes to solve the problem. Adidas shoes, of course.

The Run Genie is already hard at work in several German locations, though the big New York City opening will be its maiden run on American soil.



The PYMNTS Cross-Border Merchant Friction Index analyzes the key friction points experienced by consumers browsing, shopping and paying for purchases on international eCommerce sites. PYMNTS examined the checkout processes of 266 B2B and B2C eCommerce sites across 12 industries and operating from locations across Europe and the United States to provide a comprehensive overview of their checkout offerings.

Click to comment