The latest collaboration between adidas and the United States Tidebrand retail store Concepts is not a shoe but a retail store.
On August 25, the adidas X Concepts lifestyle concept store opened on Newbury Street in Boston.
It sells the adidas products selected by the Concepts team, including experimental technology products; popular classics such as yeezy, NMD, EQT, and Samba; and Adidas collaborates with designers such as Raf Simons, Rick Owens, Stella McCartney, and Kanye West; In addition, the store also sells Concepts apparel that does not compete directly with adidas products.
The store’s positioning is to show the shoes as an artwork. The material of the metal and the brick wall creates the icy texture of Concepts. With the lights of future passages reaching the end of the space, there is an interactive projection area where you can play branding videos and the latest information. In addition, there will be regular art exhibitions, DJ performances, and activities related to sports culture.
“This cooperation symbolizes what we promised to provide fans with a diversified, comprehensive and unique retail experience. It is a step forward. We and Concepts designed and planned the retail store to be a perfect example. The collaboration to develop a new retail identity is a reflection of the authenticity of the consumer experience,†Pascha Naderi-Nejad, senior director of adidas clover, said in a statement.
Concepts first store opened in 1996 and has considerable influence in the skateboarding and street industries. It always cooperates with different brands and designers to launch exclusive products. Now it has flagship stores in Boston, New York and Dubai.
Adidas is also a longtime collaborator for Concepts. “We and adidas wanted to do this for a long time,†said Deon Point, creative director of Concepts.
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