The Golden Goose Arena
Immersive retail has grown beyond brand activations and temporary pop-ups to a rising strategy in brand marketing. Just earlier this month, luxury fashion brand, Golden Goose, in partnership with electric-vehicle brand Atlante, inaugurated the Golden Goose Arena in Milan. The Arena is a celebration of all things padel, and since signing padel superstar players Marta Ortega, Juan Lebron, and Arturo Coello as global brand ambassadors, feels like a natural extension of the brand’s connection to the sport.
Marta Ortega and Arturo Coello
According to Golden Goose CEO, Silvio Campara, Golden Goose wanted to create something of value that focused on the common good, and padel, with more than 39 million players worldwide, seemed like the kind of sport the sneaker brand could really rally behind. The number of padel players, just last year, rose by 152%, and is popular amongst women, who make up 70% of Golden Goose’s customer base.
The arena is 2,800 square meters had 6 premium all-black indoor courts, an immersive professional court with tracking cameras and an LED scoreboard, and two vintage-style indoor courts. In addition to multiple padel courts, the Golden Goose Arena also hosts a wellness cafe, an outdoor lounge, and a high-tech space focused on rejuvenation called Ritual Spaces. The capsule collection of STAR Activewear will also be exclusively sold at the Arena store.
Golden Goose Star Activewear Collection
The retail and food and drink areas are over 1,000 square meters, making the Arena a true immersive retail and community-building experience. The collection includes sneakers, apparel, and technical accessories, as well as a range of customizable high-end sports products in collaboration with Babolat.
The Arena is powered by Atlante’s photovoltaic system, and will later add a battery storage unit to eventually become operationally self-sufficient 24/7. Profits of the Arena will be reinvested in outlying neighborhoods in Milan in cooperation with the local government.
