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And while hipsters in Paris rejoice over the opening of a new adidas concept store, those in Houston were up for a different retail treat by the sportswear giant. Its lifestyle label adidas originals has forged a collab with sportswear retailer Footaction, and set up a unique retail concept for both brands at the latter’s store at Willowbrook Mall.

The first shop-in-shop of a series of five opening at existing Footaction locations across the states, the shop-in-shop concept is called adidas originals collective by Footaction and features a New York-inspired sophisticated design with subtle lighting, polished timber, metals and leathers, spiced up with custom city colours, street culture-inspired art, typography, interactive digital features and in-store gigs by various artists.

The shop-in-shop carries exclusive adidas originals products, and shoppers have the opportunity to find the perfect look in the interactive digital look book, check the artwork from local artists in the art space.

http://superfuture.com/supernews/houston-adidas-originals-collective-by-footaction-shop-in-shop

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