A new Adidas store has had its grand opening in Shinjuku. Expectations are high for this first-of-its-kind initiative in Japan, which is based on the concept of “soccer meets lifestyle.”

The 2026 FIFA World Cup was over in the blink of an eye. I’m finally free from those sleepless nights, but this sense of emptiness is just overwhelming… All I can do is wait for time to heal it.

That said, it was a soccer festival that generated a lot of excitement even off the field. It’s pretty hard to switch gears right away, isn’t it? Good news for everyone suffering from World Cup withdrawal!

Yesterday, Friday, July 31, a new flagship store for 〈adidas〉—the official supplier to the Japanese national team—held its grand opening in Shinjuku. Its most distinctive feature is that it is Japan’s first concept store centered on the theme of “Soccer × Lifestyle.” In other words, this is the only place in Japan where you can experience the appeal of “bro-core” style—a trend that spreads from the excitement of the stadium to the streets.

The “Adidas Brand Core Store Shinjuku Football Culture” spans two floors: the first and second floors. Here, <adidas Football” and “adidas Originals〉offers an impressive variety of items and suggests outfits featuring 〈Adidas〉 products.

In particular, the shop offers an extensive selection of national team and club team jerseys, including rare jerseys that are hard to find in Japan. One of the shop’s major attractions is the opportunity to see and touch a wide variety of jerseys that embody the designers’ vision.

Furthermore, as you head toward the back of the first floor, you’ll find a wide selection of lifestyle shoes displayed across three walls. With a wide range of color options available to make it easy to put together a complete outfit, both men and women can choose shoes that match their personal style.

The second floor also features a wide selection of national team and club team jerseys. The name and number customization service—which was previously available only for Japan national team jerseys—is now also available for jerseys from major club teams here at the “Adidas Brand Core Store Shinjuku Football Culture.” With the selection expanding so much, it’s really hard to decide which one to choose.

In addition, the lineup includes collaboration items with brands that are attracting global attention, as well as must-have items for fans, all curated with a focus on fashion.

While making the most of the building’s unique design—which is designated as a National Tangible Cultural Property—and incorporating displays that make the products look even more appealing, Adidas’s sophisticated approach is evident throughout, leaving a very positive impression.

To celebrate the grand opening, “Sanaagi Shinjuku Event Space"A pop-up event will also be held through Sunday, August 9. It is reported that a uniform customization campaign will be held there, open only to those who purchase eligible uniforms."

Why not try creating a one-of-a-kind jersey at a venue inspired by the streets of Europe—often called the birthplace of soccer?

As a hub for promoting soccer culture in Japan, the venue will continue to feature a variety of content, so be sure to stop by the next time you’re in Shinjuku.

For more details about the store and events, please check the information below.