If you’re setting up shop smack in the middle of Manhattan, you better pull out all the stops. Well, that’s exactly what adidas did. Boldly called adidas NYC, it’s the sportswear behemoth’s most audacious retail endeavour, and not surprisingly, also its biggest store on the planet. The interior is inspired by the functional aesthetic of american high school stadiums, and as such it features a tunnel entrance, stands for live-game viewing on big screens, locker rooms instead of dressing rooms, and track and field areas where avid shoppers can test and experience products. To signal the brand’s embrace of environmental principles, sustainability is very much at the core of the design.
This has resulted in the use of the building’s existing textures and finishes to reduce the need for new materials. But that’s not all. Hangers and mannequins have been created from recycled ocean plastic, and developed in collab with partner Parley for the Oceans. Offering an immersive sportsgear experience, adidas NYC’s shelves are laden with the brand’s top products across almost any sports category, including american football, basketball, running, tennis and soccer, and each presented in a setting of its own in this multi-storey emporium. In celebration of the store opening, limited pairs of the miadidas NYC Ultraboost, the Ultraboost Uncaged Parley and the Ultraboost Triple Black.
Basketball icon James Harden’s signature collection Harden vol. 1 had been exclusively available days ahead of the official launch. Additionally, adidas NYC offers real-time fitness consultations from exos trainers, healthy juices and snacks co-created with Brooklyn-based Grass Roots Juicery, a concierge desk, a same-day hotel delivery service, personalized shopping experiences, such as the run genie gait analysis tool, and much more. The store opening was a star-studded affair, attended by a slew of american sports icons and 100 high school athletes from across the New York metropolitan area.
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