Adidas Debuts Its First Italian Premium Retail Concept “The Collection V.2” in Rome

Adidas Originals elevates its physical retail presence in Italy with the opening of a flagship store on Rome’s prestigious Via del Babuino. Spanning 529.6 square meters across two levels, the space introduces “The Collection V.2″—the brand’s newest premium retail format—for the first time in the Italian market. Designed as a dialogue between athletic heritage and Roman architectural history, the store incorporates travertine stone details, minimalist interior geometries, and an open-air inner courtyard engineered for live cultural activations and community events.

The Via del Babuino flagship curates Adidas’s most sought-after high-fashion partnerships and premium lines, including Y-3, Willy Chavarria, Spezial, Bad Bunny, Song for the Mute, and Pharrell Williams’ Jellyfish collection. Featuring an in-house “Made For You” customization atelier alongside integrated digital services, the store cements its position as a central hub for European sneaker culture and luxury streetwear.