Charlestown Square strengthens activewear and global brands category with new adidas store opening

Charlestown Square will expand its global brands and athleisure offering with the launch of a new adidas store opening on 12 December, further enhancing the Centre’s retail mix during one of the most competitive trading periods of the year.

The store, which will operate under adidas’ latest retail design and merchandising format, strengthens the Centre’s positioning as the Hunter region’s leading retail destination.

The introduction of adidas aligns with Charlestown Square’s strategy to diversify its fashion and lifestyle categories, responding to sustained customer demand for premium activewear, performance footwear and global lifestyle brands. The Centre has continued to deliver strong visitation and retailer performance across these segments, with the addition of adidas expected to drive further growth.

Charlestown Square’s Marketing Manager, Sarah Kane, said adidas’ arrival is a strong vote of confidence in the Centre’s market position.

“Attracting a global brand like adidas further strengthens our activewear and lifestyle offering, which continues to be one of our highest-performing categories,” Ms Kane said.

“adidas is a significant drawcard for our customers across Newcastle, Lake Macquarie and Maitland, and we’re pleased to be expanding the Centre’s retail mix with a brand that has such broad appeal and strong commercial momentum.”

Roy Smith, adidas Director, Retail Operations and Consumer Excellence, said the brand is excited to expand its presence in the Hunter region.

“We are thrilled to bring adidas’ latest retail concept to Charlestown Square and the Hunter Region. The Centre has demonstrated strong performance and customer engagement across activewear and lifestyle categories, making it an ideal location for our next stage of growth into regional New South Wales.

Our new store will showcase the best of adidas performance, originals and lifestyle ranges, and we look forward to connecting with customers in Newcastle and the surrounding community.”

The store is expected to contribute to increased visitation and dwell time throughout December and into 2026, supported by expanded retail offerings, festive programming and extended trading hours.

For more information, visit charlestownsquare.com.au