The renovation of this flagship store was undertaken to realign it with the brand, as the store had gone unchanged since it opened in 1997. The project was carried out in phases over a two-year period, starting in 2008. The first phase saw the unveiling of new pinnacle consumer experiences for Football and Running. The Football experience included customization services for jerseys, kits, and boots, and both Football and Running connected consumers to digital content to improve their training, while encouraging them to join respective digital communities. The final phase saw the renovation of an existing floor and the conversion to a Women’s product destination of a floor previously dedicated to holding stock. Completed in 2010.