Friday, March 17, 2006
ADIDAS SNEAKS INTO SOHO
Sneakerheads anticipating the spring arrival of Adidas’ AdiColor collection can get a preview starting this Saturday with the opening of its temporary showroom in Chinatown. There will be no products for sale, but visitors to the secret space can check out sneakers from the White Series as well as other color palettes. The project is so stealthy that visitors will only be provided an address to a front on Canal Street, where someone from Adidas will meet guests and direct them to the actual showroom location.
The showroom is part of a series of events surrounding the relaunch of AdiColor, which first bowed in 1983. Similar to the original line, apparel and footwear products in the White Series come with some sort of paint or marker so that wearers can customize the looks. The White Series is the first to launch, and will hit stores Saturday, while collections based around other color palettes will be available at retail in about two weeks. The collection also includes a series of sneakers designed by artist and designers, including Emilio Pucci, Peter Saville and Dark House Comics.
In addition, some stores took part developing custom styles to be sold only at their stores, and Adidas also has commissioned a series of artists to create short films, which will be available as podcasts. Also on Saturday, Adidas will host an event celebrating the White Series launch at the Adidas Original Store in SoHo with NYC artist Craig “KR” Costello as the creative headliner. KR will pre-customize 20 AdiColor white sneakers, which will be exclusively sold at the store, on a first-come, first-serve basis.
http://www.wwd.com/issue/article/105046
The showroom is part of a series of events surrounding the relaunch of AdiColor, which first bowed in 1983. Similar to the original line, apparel and footwear products in the White Series come with some sort of paint or marker so that wearers can customize the looks. The White Series is the first to launch, and will hit stores Saturday, while collections based around other color palettes will be available at retail in about two weeks. The collection also includes a series of sneakers designed by artist and designers, including Emilio Pucci, Peter Saville and Dark House Comics.
In addition, some stores took part developing custom styles to be sold only at their stores, and Adidas also has commissioned a series of artists to create short films, which will be available as podcasts. Also on Saturday, Adidas will host an event celebrating the White Series launch at the Adidas Original Store in SoHo with NYC artist Craig “KR” Costello as the creative headliner. KR will pre-customize 20 AdiColor white sneakers, which will be exclusively sold at the store, on a first-come, first-serve basis.
http://www.wwd.com/issue/article/105046
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