Adidas Originals Exec Torben Schumacher Talks New NYC Flagship

Adidas Originals' Torben Schumacher Talks NYC
A look inside the new Adidas Originals flagship in NYC.
Courtesy of Adidas Originals.

The new Adidas Originals flagship store in New York City is now open, and the label introduced its new door with style. A select few were privy to a performance from burgeoning rap star Joey Bada$$ and his Pro Era collective, and they also experienced a first look at what the storefront has to offer.

With the store at 115 Spring St. open for business as of Wednesday, Torben Schumacher, the brand’s VP of product, spoke with Footwear News about the Soho shop’s product selection, activations at the store and the styles that perform best for Originals stateside. 

What can consumers expect to find when they walk into the Soho flagship?

Our Adidas Originals flagship stores are where we as a brand connect with the local neighborhood and culture in which we build — the new Soho store is no different. In addition to being a platform to showcase some of the best product we have to offer, the ambition of the flagship model is to foster a platform for local creators. For this reason, regular events, exhibitions and activations come along with the territory, and we will hold these regularly to encourage localized experiences. We’re excited about this opportunity to celebrate our concepts with our global flagship store formats and provide new experiences for consumers in key cities.

Adidas Originals Soho NYC Flagship Another look at the New York City flagship store. Courtesy of Adidas Originals.

What will the product assortment be like?

We want to showcase the broadest representation of our key concepts and models in our flagship stores and really highlight the breadth and diversity of our product offer. Newer franchises such as NMD and Tubular will join our icons [such as] the Superstar and Gazelle, and our collaborations with the likes of Pharrell Williams and White Mountaineering will have a space to take center stage.

Are there styles that the Soho door will stock that others won’t, such as other Originals storefronts and the brand’s retail partners?

Yes, we will also surprise with exclusive products that are linked to the city of New York — its creators and culture. For the opening of our Spring Street store, we have created an exclusive colorway of the NMD, the “Red Apple” that was available via the Confirmed app earlier this week.

What will separate this location from other Adidas Originals stores?

With every flagship store, we use the surroundings as its inspiration, so this store is of course unlike any other flagship. Local salvaged items and architecture informed the interior and we will invite local creators to continue the Originals Soho story moving forward. Stay tuned.

Adidas Originals Soho NYC Flagship Statik Selektah Joey Badass Joey Bada$$ and Statik Selektah onstage at a private performance for Adidas Originals. Courtesy of Adidas Originals.

What styles are picking up steam from Originals? What does the brand expect to fly out the doors in Soho?

New Yorkers have always had an affinity for the Superstar, but it has also been a big city for the NMD, so the consumer will ultimately decide. What we can say is that it’s great to see the local market engaging with both our icons and future-focused product.

What does this new flagship opening say about the state of the Adidas Originals business?

[The U.S.] is a key market for us, and New York City is arguably the cultural hub of the country. For us to put our stake in the ground here, I think it is a real show of confidence from us as a brand and our ambitions for the territory.

Do the same styles that do well internationally perform the same in the states? Or are the customers looking for different silhouettes?

Every market has its own specific predispositions when it comes to which silhouettes they prefer, the U.S. included. As I mentioned earlier, what is most exciting and motivating for us as a brand right now is seeing how both our classics and future-focused models are being equally embraced with such enthusiasm.

Adidas Originals Soho NYC Flagship Joey Badass Kirk Knight Nyck Caution CJ Fly Left to right: Pro Era’s Joey Bada$$, Kirk Knight, Nyck Caution and CJ Fly in the Adidas Originals flagship in New York City. Courtesy of Adidas Originals.

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