Multi-Realm secures Adidas opening at Resorts World Birmingham

Multi-Realm has secured the signing of Adidas at Resorts World Birmingham.

The sportswear retailer will open a 8,125 sq ft outlet store at the end of November. Spanning 538,000 sq ft, Resorts World Birmingham is located at the NEC, which now hosts regular fitness, sports, and running shows as well as the popular Hyrox concept.

Louise Evans, asset management and leasing director at Multi-Realm, said: “Bringing in Adidas, for our client Genting, at Resorts World Birmingham is fantastic news. The new store will open in time for Christmas shopping and capitalise on the strong sports athleisure category performance that Resorts World Birmingham has become known for. Outlet shoppers have shown significant year-round appetite for the leading brands in this category and we have no doubt that Adidas will be incredibly popular at Resorts World Birmingham”

Owned by the Genting Group and open since 2015, Resorts World Birmingham brings together nearly 40 outlet retailers and F&B operators, combining them with a hotel, spa, cinema, and a casino. 

Adidas will join the established Nike Factory Store at Resorts World, strengthening the scheme’s sportswear retail offer.

Jason Kirsch, director of operations at Resorts World Birmingham, said: “Welcoming Adidas is a real statement of confidence in the destination and in the strength of our retail mix. Bringing Adidas in alongside Nike gives us one of the standout sportswear line-ups of any outlet destination in the region, and it reflects the wider investment we’re making in the range and quality of brands on site.”