Adidas opened its first adidas SLVR store during New York Fashion Week in February 2009. Located in Soho, the 250 square meter space reflects the values of the adidas SLVR brand, including simplicity, transparency and functionality. White is the main colour used throughout the space with accents of silver metal giving it a sense of light and fluidity. Following the opening of the first stand-alone store in New York, additional SLVR stores will open in Paris, Miami, Bangkok, and Los Angeles.
This will be accompanied by an e-commerce site for the USA and Europe, coinciding with a targeted print and on-line campaign. adidas SLVR is the pure fashion label within the adidas Sport Style division which includes Y-3 and adidas Originals. The adidas SLVR collection consists of men’s & women’s apparel, footwear and accessories and will hit retail with three roll-outs, starting February 2009. On April 3, 2009, adidas will unveil a Paris boutique for this new fashion-orientated SLVR label after a New York boutique opened in February.