Herzogenaurach, May 28th , 2008 – Well-established street wear symbol adidas Originals celebrates its rich brand heritage with another milestone that truly expresses creativity and individuality: mi Originals. With this customization tool the brand offers consumers the chance to design their own individual pair of sneakers and thereby choose between two of the Trefoil’s most iconic footwear models: the Superstar and the ZX700. Embedded into the Atelier retail concepts successfully launched in Berlin and New York at the beginning of 2008, mi Originals will spread more and more and will be implemented into Originals stores and selected Sport Performance stores worldwide.
The idea of possessing customized sneakers comes along in remembrance of adidas’ founder Adi Dassler, who strove to create the best footwear for all athletes. mi Originals continues that tradition within the street wear community as it enables consumers to celebrate Originality in its truest sense where personal expression is brought to life. mi Originals as the counterpart of mi adidas on the Sport Performance side brings fresh variety to two highly classic Originals footwear models, the Superstar and the ZX700.
Introduced in 1969, the Superstar was the first low-top leather basketball shoe to be made and soon took over the street. Since the 1970s it has become a real design sneaker classic that is worn and loved by all generations through to the present day. The ZX700 was first released in 1985 as a running shoe but was soon surpassed by follow-up models due to rapid advancements in technology. However, the ZX made its transition to the streets, becoming one of the most sought-after sneakers of our time.
Both the Superstar and the ZX700 can be customized in terms of colors and fabrics while principally every visible footwear component, such as eye stay, shoe laces, outsole and the three stripes can be personalized. Adding up all the different configuration options, consumers have billions of choices to create their truly unique model.
The mi Originals customization tool is linked to the new retail concept of adidas Originals stores. Inspired by all characteristic traits of Adi Dassler’s work space, nowadays Originals stores function as a symbol of craftsmanship, while still allowing the brand to share its rich history and showcasing contemporary product stories at the same time. Inspired by tattoo parlor furniture, the area deeply embraces personal expression and invites consumers to take a seat and customize their individual pair of sneakers via touch screen.
So far, mi Originals can be exclusively experienced in the Berlin and New York Originals stores, to be followed by the re-opened Zurich store at the end of May and Beijing as next destinations. In addition, customers in the United States will be able to customize their own Originals shoes at the adidas e-store from late 2008 onwards. Recommended retail prices range from 110€/$ for the Superstar to 130 €/$ for the ZX700.
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