Today is THE day. Today we are opening the first adidas NEO label store in Germany. It is the very first store out of ten which will be opened in Germany throughout the first half of 2012 in Germany. When I was offered the job of the Hamburg store manager at NEO, I was totally blown away because I really like the concept of the adidas NEO label and because I am very much into fashion.
In preparation of the opening, it was crucial for me to incorporate this overall idea of the NEO concept into the recruitment of my sales team. I don’t want them to be just sales people: I want them to be a team that has fun working with adidas; I want them to passionately embrace the idea of connecting with NEO’s young target consumers – 14 to 19-year-olds.