ADIDAS ORIGINALS STORES SET
Byline: James Fallon
LONDON — Adidas-Salomon is going back to its roots at retail.
The athletic brand late last month opened its first Adidas Originals store in Berlin and plans to open additional Originals stores in New York, Tokyo and London over the next few years.
The 3,200-square-foot Berlin shop carries only Originals apparel, footwear and accessories for fall and a small preview of the spring-summer collection. There also are limited-edition products, such as an “I Love Berlin” T-shirt and Adidas Crystal Superstar shoes, which are limited to 100 pairs.
The store is part of the group’s new brand strategy covering three divisions: Forever Sport, Originals and Equipment. The goal is to use the divisions to expand the customer base, as well as gain market share in its existing markets, a spokesman said.
Adidas-Salomon has had significant success in recent years through reissuing some of its classic designs, such as the SL 72 and SL 76 running shoes made for the Olympics in those years. Other athleticwear companies, such as Nike, Reebok, New Balance and Puma, also have moved to tap into the retro mood by reinterpreting some of their classic designs.
“The Originals concept is positioned to convey the heritage, competence and authenticity of the Adidas brand,” said Erich Stamminger, the member of the Adidas-Salomon executive board responsible for global marketing. “Our Original stores will provide the ideal stage for implementation of this concept at retail and will initiate new trends through direct contact with our customers.”