The grand opening of the Street Beat sneakers and sneakers store took place in the Zolotoy Babylon shopping and entertainment center.
As part of the opening of the Street Beat, the store was visited by representatives of sneaker culture and popular street sports. Also at the opening, a speech was held by the vice world champion, European champion, eight-time Russian beatbox champion Vakhtang Kalandadze. As part of the performance, Vakhtang improvised and recorded a track with the brand name Street Beat and the slogan Feel the city.
Representatives of the Inventive Retail Group note that the format in which Street Beat outlets will operate is not widespread in Russia, but is popular in America and Europe. It encompasses a multi-brand store with a wide range of sneakers and sneakers for everyday life from established brands with a sporting heritage such as Nike, Addidas, Reebook, Puma, New Balance, Converse, Jordan, Asics, Onitsuka Tiger. In addition to running shoes and sneakers, the store will feature key Nike lifestyle clothing models. These are T-shirts, hoodies, jackets, as well as accessories: socks, baseball caps and hats. The audience of the Street Beat chain of stores is people leading an active lifestyle, going in for sports, stylish, following fashion trends, for whom sneakers are an attribute of life "365 days a year".
The Street Beat chain of stores is being developed by the Inventive Retail Group, a project that unites the networks of mono-brand stores of leading manufacturers of computers, telephones, electronics, children's educational games and sports goods. Today the core of Inventive Retail Group is made up of brands: Apple, Samsung, Sony, Lego and Nike. In 2014, the company's portfolio included three new brands: Prenatal, Unode50 and Street Beat.