Global icon and footballing legend David Beckham today brought his ‘midas’ touch to the opening of a new Adidas flagship store in the Mall of Emirates, Dubai to the delight of thousands of fans who caught a glimpse of the sporting superstar during a whistle-stop visit to the United Arab Emirates.

It was a once in a lifetime moment for lucky fans as England football legend launches new interactive Adidas HomeCourt concept store, Mall of the Emirates

The unforgettable store opening brought the mall to a standstill and fans to a frenzy as the former England captain made the dreams of fifty Instagram competition winners come true. Beckham personally welcomed the lucky fans to the all-new ‘HomeCourt’ store before signing autographs and posing for photographs with his fans.

With sport at the heart of everything Adidas does, it was the perfect introduction to the new HomeCourt store as fans spent precious time with the footballing superstar, creating memorable moments that only Adidas can offer.

The next generation store concept was developed in line with adidas’ love of sport and celebrates the brand’s proud and authentic sports heritage to give consumers its best in-store experience yet. It is the first of its kind to be launched in Dubai with Beckham the ultimate guest of honour, bringing the concept to life. It offers an entirely new and interactive experience by bringing the spirit of sport to the 375 sqm store and creates a place where fans can feel the energy of the game and the thrill of the event from the moment they step inside.

After the opening Beckham said; “I always love coming to Dubai – it’s a special place that’s constantly evolving, just like Adidas and their stores. Spending some time here today, it was great to get a sense of the energy people have for sport. In Dubai I’ve met people from all around the world who are united in their passion for sport.”

“The store at Mall of the Emirates is a new home for sport fans. It’s a unique place that takes the consumer experience to an entirely new level by featuring sport and passion in every single element. David’s appearance at the store this week is a bold statement that signals our commitment to the region and our intent to put fans at the heart of sport. It is the start of exciting new journey for adidas and for fans, all starting as soon as they enter the store”, added Jason Thomas, Managing Director, adidas Middle East and Northern Africa .

A key feature of the new adidas HomeCourt concept is the Arena Façade, creating a bold, distinctive new look for adidas. Like an entrance gate, the Tunnel Entry draws consumers into the big game and welcomes every visitor with a “sound shower” of cheering fans into the stadium.