Thanks in part to the lasting momentum of the FIFA World Cup, adidas will be opening a new adidas Originals flagship store in Shanghai this Saturday, July 26th. The second of such store in China’s most populous city, the new retail spot takes up space where the old Jia Hotel used to be. However, to keep to adidas Originals’ “Old and New” theme, the hotel’s original facade, as well as many of the traditional architectural elements, have been thoughtfully integrated into the store.
“We engage with our consumers through our product, our staff, our marketing activations and with our store spaces,” said Ted Mager, Head of Retail Environments for adidas. “We aim to be part of the fabric of the city’s neighborhood and create a destination for our consumers. Therefore we created our new Originals store concept to celebrate the best features of the space we have and ensure we remain part of the landscape of the city.”
Because of the pliable design of its ZX Flux footwear, adidas will be launching a special iteration to commemorate the grand opening. Similar to the Berlin edition, satellite imagery of Shanghai’s streets have been applied in all-over fashion across the upper. Supported by a EVA outsole and a adidas’ proprietary TORSION bar, the designs comes in a reddish hue to reflects the many brick structure along the Shanghai’s old The Bund neighborhood. Limited to the adidas Originals Shanghai flagship store, a small number of the footwear will also be available at adidas flagship retail location in Berlin, Germany.
adidas Originals Shanghai
939 West Nanjing Road | Map
The Bund, Shanghai China
Release Date: 7/26/2014 (Saturday) | Noon CST