In 2008, adidas Originals successfully introduced its in-store customization tool, mi Originals. Now, mi Originals is taking steps to broaden its product offering for the streetwear community with the US launch of miadidas.com. To celebrate unlimited creativity, the new and innovative customization site will offer US consumers the chance to design and personalize their own individual pair of sneakers online, anytime and anywhere.
The idea of owning customized sneakers comes in remembrance of adidas’ founder Adi Dassler, who strove to create the best footwear for all athletes. mi Originals continues that tradition within the lifestyle area as it inspires sneaker lovers to ‘Celebrate Originality’ in its truest sense, enabling personal expression to be brought to life.
Four iconic footwear models will be available for customization on the mi Originals site in February- the Superstar, ZX 700, Stan Smith, and Gazelle. Additional silhouettes will follow throughout the year, including the Stan Smith Comfort and the Forum Lo, expected this Spring. All shoes can be customized in terms of colors and fabrics while almost every visible footwear component- such as eye stay, shoe laces, outsole and the iconic 3-Stripes- can be personalized. Finally, every consumer can personalize their own individual embroidery on the shoe. In adding up all of the different configuration options, consumers have thousands of choices to create their own truly unique model.
mi Originals is the counterpart to mi Performance under the mi adidas umbrella; the overall customization concept of the two-divisional brand. Part of adidas’ Sport Style division, adidas Originals represents a fusion of sport authenticity and global street style, extending the brand’s unique sports heritage while creating an inspirational fashion label for today’s lifestyle consumer.
Check out www.miOriginals.com/us or visit the adidas Originals Atelier store in Soho, NYC to craft your own sneakers.
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