American Dream has opened its first Adidas flagship store in the US focused exclusively on soccer, as the region prepares for increased international audiences ahead of the upcoming Fifa World Cup.

The opening supports American Dream’s positioning as a destination for sports, culture and entertainment. The store focuses on soccer and features football footwear, performance apparel and selected collections.

The retail space brings together multiple product categories in one location, including match footwear, performance apparel and Adidas Originals, aimed at different customer segments.

“As excitement around the World Cup continues to grow, American Dream is proud to welcome Adidas and a store concept that celebrates the global passion for soccer,” said Adam Petrick, CMO of American Dream.

“This opening reinforces our commitment to bringing iconic brands and culturally relevant experiences to our guests, especially as the world turns its attention to the global game.”

To mark the launch, the first 200 visitors received a limited-edition Adidas Zine containing editorial content and World Cup schedules.

A grand opening event will take place on February 25, with athlete appearances planned. The opening is part of a wider programme of World Cup-related activities scheduled at American Dream this year.

The launch follows other World Cup-related brand activity in North America.