In the past, adidas stores in Japan only offered name and number printing services for Japan national team jerseys. With the opening of "adidas Brand Core Store Shinjuku Football Culture" in Shinjuku, that line has shifted—now even major club jerseys can be customized with names and numbers. For jersey collectors, it's a small but meaningful change.
This store marks adidas's first attempt at a "football x lifestyle" concept shop in Japan, officially opening on July 31st in Shinjuku across two floors, the 1st and 2nd. The building itself is a registered tangible cultural property in Japan, and adidas preserved the original spatial structure and details, integrating the product displays within rather than converting the historic building into a typical white-box specialty store look.
The 1st floor features a curated mix of adidas Football and adidas Originals items, with a substantial selection of national team and club jerseys, including some styles rarely seen on the Japanese market. Moving deeper into the store, three walls are dedicated to lifestyle sneakers, offering enough color options for customers to coordinate with their overall outfits, regardless of gender. The 2nd floor continues the extensive jersey display and is also where the expanded name and number printing service is available.
The store additionally carries collaboration items with overseas brands, as well as pieces curated from a fashion perspective, targeting customers who care about both jerseys and style.
Coinciding with the opening, a pop-up event is being held at "Sanagi Shinjuku Event Space" in Shinjuku, running through August 9th (Sunday). The venue is designed with a European street scene as inspiration, and customers who purchase designated jerseys can participate in a jersey customization event, with the final customization order accepted at 8:00 PM.
Store information: adidas Brand Core Store Shinjuku Football Culture, located at Anyo Building 1F & 2F, 3-37-11 Shinjuku, Shinjuku-ku, Tokyo, phone 03-6457-8370, open 11:00 AM to 9:00 PM. The pop-up event location is at 3-35-6 Shinjuku, Shinjuku-ku, Tokyo, also open 11:00 AM to 9:00 PM.
