adidas is proud to announce that one of the most vibrant and dynamic areas of the Capital is to be the location for London’s first adidas Originals store.
Following the overwhelming success of the recently opened store in Manchester, the adidas Originals outlet on Earlham Street in Covent Garden will open from 11th August 2004.
Covering two hundred square meters and spanning two floors, the minimalist and modern architecture of the new store will be the perfect environment in which to showcase the 2004 Autumn / Winter range and subsequent adidas Originals collections.
 Situated in the heart of the Seven Dials area of Covent Garden, the adidas Originals store is guaranteed to see a stream of eager Londoners beating a path to its door. The store will provide fashion conscious consumers with a devoted adidas Originals outlet, showcasing a range of exclusive product lines, across footwear, apparel and accessories, that will not be available in other retailers.
Influenced by sporting greats, championships of the past and cultural revolutions, the adidas Originals collection is about more than just sports products; they have a life of their own, breathing history and a passion for sport. The 2004 A/W range comprises eight themes including ‘Football’, ‘Archive’, ‘Fusion Girls’, ‘Metro De Lux’, ‘Running’, ‘Everest’, ‘Olympics’ and ‘Graphics’. Each theme gives an insight into what makes adidas Originals tick and why these products have had such an immeasurable impact on the world of sport, music and fashion.
The adidas Originals collection is clearly defined through the use of ‘The Trefoil’; the classic and distinctive adidas logo that is sure to excite London’s diverse and discerning consumer.
Nick Craggs, Director of Marketing Communications for Area North, comments:
“The UK has always been a key market for adidas, and London, as one of the most culturally exciting and energetic cities in the world, is a major contributor to this success. We believe that Earlham Street is the perfect location for adidas to bring its first Originals store to the Capital.”
The Earlham Street store will not be adidas’ only London venture this year. In addition to the adidas Originals outlet, a separate site will house a gallery space in which the adidas Originals story will be told. Exhibitions such as the current 'Olympic Archive 1928-1992’ highlights adidas’ sporting heritage to the consumer. ‘No. 6’ on Newburgh Street (just off Carnaby Street) will also show work from up and coming artists, photographers and designers in an initiative that will offer rising stars valuable exposure, while giving something back to popular culture – an area that adidas has so skilfully drawn on for inspiration for years. ‘No. 6’ will open from 31st July 2004.
An exclusive event will be held on 10th August 2004 to launch the adidas Originals store on Earlham Street.
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