Germany-based adidas is aiming to add a new sports stadium experience at its flagship stores across the world as part of its plan to increase direct sales.

The company’s special focus would be on the emerging markets such as Russia and the Middle East.

Adidas has already rolled out its first ‘HomeCourt’ store concept in Beijing, which is its largest store in the world and further aims to extend the concept to 24 other stores in 2014.

The Beijing store features a facade that looks like an arena and an entrance that replicates the tunnel through which athletes walk on their way to the playing field. At the centre of the store is a shoe bar with an interactive display that is designed to help consumers pick the right shoe.

The new stores that are due to open in April 2014 are based in Rio de Janeiro and Britain.

Adidas was quoted by Reuters as saying that it was also planning to open a new concept store in Berlin in March for its ‘Originals’ range of casual clothing and shoes, and expand its NEO label of teen fashion with new stores planned for Germany, the Czech Republic and Poland.

Adidas consumer direct division chief sales officer Michael Stanier said their new retail concept HomeCourt offers a consumer experience unlike any that Adidas fans have enjoyed before.

"We look forward to bringing this concept to Adidas fans throughout the world this year," Stanier added.