Aston Villa open flagship at Birmingham’s Bullring in partnership with Adidas

Premier League football club Aston Villa have opened a 10,000 sq ft flagship store on the lower level of Birmingham’s Bullring shopping centre, in product partnership with Adidas.

Adidas took over from Castore as kit suppliers to the Midlands club in June 2024, seeing ‘The Villans’ wear Adidas kit for the first time in their history for the 2024/25 season – including match kit and training wear for all men’s, women’s and junior teams.

The expansive new store combines premium Adidas performance and lifestyle collections with exclusive Aston Villa merchandise, including official kits, training wear and limited-edition collaborations, all enhanced by on-site personalisation services for fans.

Designed to celebrate Aston Villa’s rich footballing heritage, the store incorporates elements from the club’s 150th anniversary and iconic Villa Park stadium.

Featuring a dedicated museum area, the space "highlights the club’s iconic legacy within both Birmingham’s cultural fabric and the broader history of football".

David Asquith, Vice President of Retail at Aston Villa, said: "Our flagship city centre store at Bullring brings us even closer to fans in Birmingham's most dynamic retail environment.

"By uniting our longstanding football heritage, commitment to delivering memorial experiences for fans, and Bullring's iconic location, we're able to deliver something truly special for our supporters, on and off the pitch."

Paul O'Brien, Director of Leasing & Commercialisation at Bullring owner Hammerson, added: "The opening of Aston Villa's store is an important milestone and an exciting addition for Bullring, acting as a prime example of Hammerson's dedication to quality brands and experiences at our best-in-class spaces.

"This flagship opening demonstrates our successful strategy of creating the right spaces for local and global brands alike, helping them reach a vast catchment while further enhancing Bullring's position as one of the UK's leading prime retail and leisure destinations."

Opening celebrations include gift bags for the first 150 visitors at the official launch of Aston Villa's new away kit, as well as a chance to win a £500 shopping voucher with a personal styling experience.