Adidas, the NBA and Minnesota Timberwolves Players will opened the first adidas NBA concept in Europe NBA Commissioner David Stern, Erich Stamminger, President and CEO of the adidas Brand, and members of the Minnesota Timberwolves opened the first adidas NBA Concept Shop in Europe in Istanbul, Turkey. The opening of the shop coincided with NBA Europe Live presented by EA SPORTS™ taking place in Istanbul last week. The adidas NBA Concept Shop is located in the centre of Istanbul on Taksim Square, at Istiklal Caddes Avenue No: 85/89 in Beyoglu Istanbul.

The store will cover 900sqm of the three floors, while featuring the largest range of official adidas NBA products in Europe including NBA jerseys, warm-ups and other apparel. It will also offer a broad range of adidas Sport Performance and adidas Originals footwear, apparel and accessories. “The adidas NBA Concept Shop brings the excitement of the NBA experience directly to our fans from the moment they enter the store,” said NBA Commissioner David Stern. “The new shop demonstrates the power of our partnership with adidas which is expanding the NBA's retail presence around the world. adidas is an extraordinary partner that continues to support the growth of basketball's global popularity.” Conceptualised as more than just a store, the adidas NBA Concept Shop features four areas designed to give consumers a look into the various stages a player goes through to prepare for a game. The shop gives fans a creative way for them to enjoy a unique and complete adidas and NBA basketball experience.

Upon entering the store, the consumer enters the Player’s Entrance. As a player, the tunnel leading to the court is one of the most emotional and exciting moments they experience prior to playing the game. As a fan, it is a moment in which they dream. The Player’s Entrance will recreate this experience for the consumer as they enter the store. The Court Zone is the heart of the store. This is where the consumer is immersed into the full team experience. This is where fans will find a wide range of official adidas NBA products as well as adidas Basketball products. In the Training Zone, consumers will find the products they need to prepare to take their games to the highest level, while the Transition Zone is meant to replicate when the players step off the court to relax, socialize and get away from the game. In this area, consumers will find a number of products designed for off the court, as well as activities that many NBA players take part in. The Transition Zone includes lounge seating, a variety of magazines and books, as well as, a video game entertainment centre and music listening station.

The European store launch was coincided with the NBA Europe Live. The NBA Celtics payed London a visit and played against the Timberwolves in the O2 Arena. Afterwards, the sporting heroes Didier Drogba, Kevin Garnett and Carlton Cole partied alongside Ja Rule until the early hours at club MAYA in Central London.