Here's what went down at the launch event of the new adidas store

For this 2025, adidas has gone big, relaunching its concept store in Milan under the name of Home of Sport, an immersive and multifunctional space, with the ground floor renovated and entirely dedicated to football and customizing clothing, while the second floor is a temple for adidas Originals and performance collections. On April 16th we attended the opening event, a celebration of the different aspects that adidas wants to bring to the center of Milan, just a stone's throw from the Duomo. First, a talk with the protagonists of the Kings League Italia, Claudio Marchisio and Ciccio Caputo, moderated by Agnese Nespoli in anticipation of the finals in Turin on May 22nd. There were jokes between the two former professionals and friends, before the usual crowd embrace during the meet & greet. And after the interlude with DJ Set by Manuelito, who warmed up the crowd thanks to the DJ Booth placed at the entrance, the second talk brought together a historic Milanese Eleganza community with three young faces of the future with three stripes.

Tommaso Naccari of Eleganza interacted with three Next Gen talents from Serie A - Nico Paz, Francesco Camarda, and in connection Kenan Yildiz - to better understand the personalities on and off the field of the champions to come. Between lowered socks and a special jersey, Paz, Camarda, and Yildiz talked about what it meant for them to debut in Serie A, fulfilling their childhood dreams, and what future goals they still have to achieve. In front of them was a crowd of fans, ready to get a jersey, a ball, or a simple photo signed. It was a way for adidas to connect the athletes with the public. The evening ended with the Eleganza community, getting all the guests dancing. A perfect finale for the first of many events that will animate adidas Home of Sport, a place designed to change the way we experience sports and football in the city.