Adidas unveiled Avenue A today, a quarterly women-only subscription service offering a box that features its premium running and training products.
The idea, according to the brand, came to fruition when Mark King, president of Adidas, asked employees to come up with ideas to improve its running business. The 442 ideas submitted produced 11 finalists, and a team of senior managers selected the winner.
Subscribers will receive four boxes annually and feature three to five items from the brand, a mix of seasonal-appropriate footwear, apparel and accessories. The boxes will cost $150 each.
For each shipment, the brand will collaborate with fashion-forward trendsetters and trainers to pick products that demonstrate based on style and performance. The first Avenue A shipment was put together by New York-based renowned fitness artist Nicole Winhoffer.
“The brand is paying attention to a woman’s need to be stylish, confident and one of a kind. They’re doing it in a really cool new way,” Winhoffer said in a statement. “I get a lot of inspiration from what’s around me. I love cultures and I combine different styles, cultures, dance, and performance into my own unique style.”
The spring 2016 edition will include the brand’s latest running she for women, the PureBOOST X, that features an atypical floating arch to provide support.
“PureBOOST X is a great example of the huge focus we have on the versatile female athlete,” said Kelly Olmstead, senior director of Adidas brand activation, in a statement. “And it’s so inspiring to collaborate with women like Nicole who are staying active in a way that’s authentic to their lifestyle.”
The sign-up process can be completed at adidasavenuea.com.