Adidas Originals has become the go-to label of choice for U.S. sneakerheads as of late, bolstered by partnerships with music stars Kanye West and Pharrell Williams. And next week, fans in New York will have a new place to pick up kicks.
The brand announced today that it will open a new U.S. flagship store on Spring Street in New York City’s famed Soho neighborhood on Wednesday.
The storefront, according to Adidas Originals, will feature an assortment of lifestyle product that includes limited-edition capsule collections and designer collaborations for men, women and children. It will also host events and installations regularly to encourage localized experiences, create a community of streetwear lovers, and connect with urban culture enthusiasts, the brand said in a statement today.
“The new Adidas Originals flagship-store concept has proven to add further momentum to our success story around the globe,” said Arthur Hoeld, GM of Adidas Originals, in a statement. “The store allows us to provide new and exciting experiences for our customers, in addition to celebrating the city they call home. We are happy to open this new flagship in New York City — an epicenter for creativity and culture.”
To celebrate the store’s opening, the brand enlisted the help of rap star Joey Bada$$ and Pro Era group (Kirk Knight, CJ Fly, and Nyck Caution) to create ZINE, the label’s online magazine experience used in the past for Kanye West, as well as an accompanying video directed by Ahmed Klink. The video captures the group’s experiences through music and how the city connects everyone through personal creativity, according to the brand.
Also for the Launch, Adidas Originals is releasing a New York City-specific colorway of the NMD, which will be available via the Adidas Confirmed App beginning Monday. Reservations will be open to the five boroughs: Manhattan, Brooklyn, Queens, Staten Island and the Bronx.
The store is at 115 Spring St.