Adidas announces plans for new West Midlands outlet store
Famous German sportswear and shoe brand will be open in time for Christmas as Resorts World entertainment complex
Global shoe and sportswear giant Adidas is opening a new outlet store in the West Midlands.
The German fitness brand will launch the new shop in time for Christmas trading in the Resorts World Birmingham outlet village on the NEC campus in Solihull.
It has struck a deal to take the vacant unit next to the Nike Factory Store.
The new Adidas shop will cover 8,125 sq ft and is the only one of its kind within the city.
The sportswear brand used to run a standalone store in New Street in the heart of Birmingham's retail district but that was replaced by cosmetics brand Lush in 2018.
It later struck a deal with Aston Villa to open a new combined shop in the Bullring which launched in spring 2025.
Jason Kirsch, director of operations at Resorts World Birmingham, said: "Bringing an Adidas outlet to Resorts World is a real time of excitement for the destination and for the city.
"Having them open right next to Nike means visitors will find two of the biggest names in sport under one roof.
"Best of all, shoppers will be able to enjoy finding their favourite sportswear and fashion at outlet prices."
Comment Guidelines
Iconic Media encourages reader discussion on our stories. User feedback, insights and back-and-forth exchanges add a rich layer of context to reporting. Please review our Community Guidelines before commenting.