Adidas Refuels with Diesel Collaboration
NEW YORK —The reopening of the newly designed Atelier retail concept for adidas Originals is just another effort by the brand to embrace contemporary lifestyle. In an effort to “Celebrate Originality” the store allows customers to find self-expression while shopping.
The Originals concept first started with the NYC store opening in May 2001. Upon refurbishing, the store gets back to its roots while mixing the past and the future. “The key to being successful in the marketplace is going forward to create the experience for custumers in stores,” said Patrik Nilsson, president of adidas U.S. “That’s what we are doing.”
“In the industry that we are in, the sporting goods industry, the experience in stores has not really been focused on, especially not in the American market. That’s where we would like to make a difference,” Nilsson added. By inviting people in, the brand tells its story, shows what it has to offer, then invites customers to add their own creativity to the experience. Once inside, customers can design unique, personalized shoe models, lounge in the ‘Library’ stocked with an array of books and comfortable couches, take pictures and videos that can be added to the Trefoil wall and, of course, shop for tees, jackets and jeans.
Yes, jeans.
Although adidas is mainly known for its performance gear, the brand is building a lifestyle following. “Look at the youth culture today,” continued Nilsson. “It’s a lot about tops and jackets and sneakers and they [customers] are wearing that with denim. “We are not doing denim, but to collaborate with someone who has credibility in that area is a good way to mix it together.”
As a result, customers can expect to see adidas Originals Denim by Diesel jeans for the spring and summer 2008 seasons. The collection is the result of a four-year partnership between adidas Originals and the Diesel creative team, headed by creative director Wilbert Das. Each store showcases the denim in a distinct section with wall paneling that contains two male and two female models with several washes available for each.
According to Nilsson, the success lies in targeting a smaller consumer group and providing them with the specific experience they seek. “If you look at mass merchants today, they are not doing too well,” he said. “People are not going into stores just to spend money and to buy certain items—they also want an experience. And I think that’s what this store is going to provide.”
Of course, it’s difficult to be relevant to every consumer, but retailers can accommodate shoppers with stores-within-a-store. Instead of overwhelming the sales floor with a plethora of items, the merchandising team should work on telling a story that builds a relevance between the customer and the merchandise. Nilsson believes that consumers demand a lot more than what retailers are offering; they want more information about the brand: who it’s done for, its relevance and its story.