CEBU, Philippines — Adidas, the German athletic apparel and footwear brand, has launched its first ‘The Pulse’ concept store in the Philippines, located at The Outlets, Pueblo Verde in Mactan Island, Cebu.
Adidas’ The Pulse is a premium outlet store concept for value-seeking consumers. It was first rolled out in Canada in 2023, offering modular display fixtures and both full-service and self-service areas.
Adidas Philippines general manager Anthony Frangos said that the company is optimistic about the country as a market, and the opening of the first 'The Pulse' concept store in Cebu reflects its confidence, particularly in the Visayas and Mindanao regions.
There are approximately six Adidas outlet stores throughout the Philippines. The outlet in Pueblo Verde, located on Mactan Island, is currently the only one providing an enhanced shopping experience within a factory outlet store setting.
Pueblo Verde is a commercial component of the Mactan Export Zone (MEZ-2).
“We felt that we could bring a better shopping environment to the locals that doesn’t exist,” said Frangos in an interview during the official unveiling of ‘The Pulse’ concept store in the Philippines.
An outlet store or factory store is a brick-and-mortar (or online store) where manufacturers sell their merchandise directly to the public at a much cheaper cost, compared to regular stores.
“While we are in an outlet area, we should not compromise the way we treat the consumer and the environment we give them,” said Frangos further explaining the concept behind The Pulse.
This concept is exclusive to Adidas outlet stores worldwide. In the Philippines, Frangos mentioned that more stores of this kind could be opened, depending on space availability and finding the right locations.
He added that they were fortunate to have a strong partnership at the Pueblo Verde store. "With the Aboitiz Group, they understood the vision we aimed to bring to this environment," he said, referring to the goal of enhancing the outlet shopping experience—making it open, inviting, fresh, and clean.
The Adidas outlet store at Pueblo Verde, developed and managed by Aboitiz InfraCapital Economic Estates, spans 574 square meters, making it the largest Adidas outlet in the Visayas and Mindanao regions.
“Irrespective of whether it’s The Pulse concept or not, we continue to invest in the marketplace. We focus on key locations and how we can further engage with more consumers. We remain buoyant,” Frangos added.
According to Frangos, the Philippines remains a thriving market for Adidas, with the company aiming to expand its presence across the country, capitalizing on the growing emphasis on fitness as a key priority, especially in the wake of the pandemic.
Between 2016 and 2022, the multinational corporation ranked as the second-largest sportswear company globally, with its brand valued at over US$33 billion in 2022. — (FREEMAN)