Adidas has opened its first soccer-only retail store in the United States at American Dream mall in New Jersey, capitalizing on rising momentum ahead of the 2026 FIFA World Cup.
The flagship location, which opened this week, is dedicated exclusively to soccer and is designed to deliver what Adidas describes as an “immersive retail experience,” featuring premium footwear, performance apparel and Adidas Originals tied to the sport.
The opening coincides with preparations for the World Cup, whose final will be held for the first time at nearby MetLife Stadium.
“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 Adam Petrick, chief marketing officer at American Dream.
Adidas plans to host a grand opening event on Feb. 25, with appearances by high-profile soccer athletes yet to be announced.
Related Story
The first 200 shoppers this week received a custom Adidas zine containing exclusive content and World Cup schedules.
The store launch is part of a broader slate of World Cup-related activations planned at American Dream throughout 2026.
“This opening reinforces our commitment to bringing iconic brands and culturally relevant experiences to our guests,” Petrick said.
While Adidas operates soccer-focused sections — known as Football Collectives — within stores in other markets, the company does not currently operate standalone soccer-only stores in the U.K. or elsewhere.
Founded in Germany, Adidas has long positioned soccer as a core pillar of its global brand, and the U.S. opening signals a deeper retail push as interest in the sport continues to grow domestically ahead of the World Cup.
Click here to sign up to Retail Gazette‘s free daily email newsletter
