adidas-Salomon to open world's first adidas Originals Store in Berlin
Herzogenaurach, 28/09/2001 - With a declaration of love for Berlin, the world’s first adidas Originals Store will open on Saturday, September 29th, 2001 in Berlin-Mitte, the vibrant new center of Berlin’s young and cool. Celebrities at the exclusive opening for invited guests only on September 28th will be Ilie Nastase, the tennis legend, and Mehmet Scholl, German National Team player and Originals fan.
Further Originals Stores are planned for London, Tokyo and New York.
adidas Originals is part of the exciting new adidas brand strategy, which takes a three divisional approach: Forever Sport, Originals and Equipment. This strategy allows adidas to expand its customer base and to gain deeper market penetration in its existing markets.
“The Originals concept is positioned to convey the heritage, competence and authenticity of the adidas brand. Our Originals Stores will provide the ideal stage for implementation of this concept at retail and will initiate new trends through direct contact with our consumers,” commented Erich Stamminger, Member of the Executive Board of adidas-Salomon AG, responsible for Global Marketing.
All adidas Originals Stores will carry Originals products exclusively. adidas Originals Berlin will feature the first Originals collection for Fall/Winter 2001 and will give a small preview of the upcoming Spring/Summer 2002 collection. The 320 sqm area will give visitors an overview of the global Originals collection, including apparel, footwear and accessories. In addition, special editions such as the “I love Berlin“ T-shirt or the adidas Crystal Superstar, limited to a rare 100 pairs, will inspire the sophisticated clientele to make further excursions into the Originals Store.
The store concept will give interesting opportunities for diversity: During the day, the store will inspire the customer to shop, at night it can be transformed into a meeting point for cultural events.