In the year of 2016 individuals are surrounded by several different clothing brands, especially in the athletic gear department. The German based company known as Adidas first opened their doors in the year of 1949. Since then the company has always stuck around. Although the three stripes are internationally known by many people, they haven’t done anything to stick out in recent years until now.
(Some early sketches of Adidas most iconic shoes.)
It was over two years ago when the company debuted their new cushioning material known as boost. Although the project was in the works since 2012 the boost material didn’t get to debut to the public until 2014 when Adidas released arguably the most comfortable shoe ever formed with their ultra boost sneaker. Along with signings of big time influencers and athletes such as Kanye West and James Harden to name a couple, the company has stood out more than ever before reaching new success in the retail market.
Adidas has been cashing in at every opportunity they can find to help capitalize on their new-found success; this includes expanding their stores worldwide and countrywide. The company has several retail locations all throughout the U.S and international as well. Even with all their current locations they still are looking to open more even in the same city proving that with their new store opening on 5th Ave in New York City. Although they already have a big location in SoHo, the company wanted to bring more to the table with building an even bigger store on one of the busiest Avenues in all of New York.
(Front of Adidas new store on 5th Ave)
The store opened its doors on December 1st wasting no time to capitalize on the holiday season shopping frenzy that most retail stores go through around this time of the year. While the doors opened at eleven that day, a big line surrounding the block is full of individuals of all ages awaiting to not only enter the new store and shop but also awaiting to buy a brand-new pair of exclusive ultra boost that released that same day.
(An inside look of the hectic first day for Adidas)
With so many people buying and waiting to enter the store throughout the day one can only imagine the opening day was a huge success for Adidas, but it didn’t stop there for them.
As mentioned before Adidas is currently riding a big wave of success and they are not looking to let up anytime soon. Although many stores would find a new store opening is a lot for a day, Adidas decided to push the envelope and host an event on 34th street to promote another upcoming sneaker release which is the first signature shoe for James Harden.
(photo of the glitch court and the participants warming up in the new adidas gear.)
The event known as glitch court consisted of several individuals stepping on a replica NBA court with the new shoes to give them a test drive. With excitement and energy from all the participants it’s clear to see Adidas has another successful shoe under their wing on the way.