First Look: Adidas opens its first U.S. soccer-only store at American Dream
FIFA’s World Cup Finals will be held for the first time at MetLife Stadium in New Jersey, and that helped its Meadowlands neighbor American Dream secure a first, as well.
Adidas has opened a flagship soccer-focused store at the mega-mall this week, its first in the United States.
“As excitement around the World Cup continues to grow, American Dream is proud to welcome Adidas and a store concept that celebrates the global passion for soccer,” said American Dream’s chief marketing officer Adam Petrick.
Adidas promises an “immersive retail experience” featuring premium athletic footwear, performance gear and Adidas Originals all in one place.
[READ MORE: Soccer legends to descend on American Dream for exhibition match]
The first 200 visitors to the store received a custom Adidas Zine filled with exclusive content, World Cup schedules and other surprises.
Adidas plans a grand opening for its soccer-only store on Feb. 25. Famed soccer athletes yet to be announced will meet and greet U.S. fans at the event. Additional details have yet to be announced.
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Image courtesy of American Dream. -
Image courtesy of American Dream. -
Image courtesy of American Dream. -
Image courtesy of American Dream. -
Image courtesy of American Dream.
The Adidas opening is part of a broader slate of World Cup-related programming and activations planned at American Dream in 2026.
“This opening reinforces our commitment to bringing iconic brands and culturally relevant experiences to our guests,” Petrick said, “especially as the world turns its attention to the global game.”
Adidas does not have soccer-only stores in Britain, but the brand maintains dedicated sections in their stores called Adidas Football Collectives.
Stefan Szymanski, a University of Michigan professor of sports economics, wrote in a paper that, though soccer is called “football” in Britain, it was British fans who created the name “soccer.”
Szymanski explained that, in the early 1800s, football and rugby existed as different variations of the same game. The two sports became officially known as Rugby Football and Association Football.
The Brits used the slang term “rugger” for rugby. They then coined the term “soccer” using the “soc” in “Association” as its root.
