Fashion Industry

Adidas Originals comes to Wellington

Sally Christie checks out the new Adidas Originals Concept Store Opening on the 30th March 2007 in Wellington and finds it’s hard to know where to begin with the new Adidas range; Sally Christie checks out the new Adidas Originals Concept Store Opening on the 30th March 2007 in Wellington and finds it’s hard to know where to begin with the new Adidas range; there’s so much variety – hence the term ‘concept store…’

Roping off the corner of Willis and Mercer street seemed over the top, and the bouncer telling us to “Come back a bit later, it’s too crowded,” wasn’t a good start to my evening. But it was a hot night, so we went in search of a cool beer before returning to the opening of the first Adidas store in New Zealand.

The queue that stayed was entertained by live artwork created by Otis Frizzell, incorporating the Adidas logo into paintings. The meshing of conceptual street art, popular culture and Adidas had begun. When we finally got inside, we were pleasantly surprised. No longer a jock's haven, Adidas “Is trying to play with the current elements; retro, disco, reggae, fluoro prints, bling, graffiti, street wear, you name it!” according to the wise words of my colleague.

But that’s not all. The flavours also include interpretation of other countries including Ecuador and Dominican Republic. Even babies get a look in – if you want to pay $140 bucks for a jumpsuit for your little darling. And should you buy too much, lug it all home in a custom-made Adidas suitcase for $500.

Are there enough ‘concepts’ for you? Adidas NZ Managing Director Greig Bramwell says “The Originals products are all about combining the authentic vision that Adidas founder Adi Dassler brought to sport more than 75 years ago with today’s lifestyle. Each range is inspired by our rich sporting heritage, reinterpreted for today's consumers.”

Collaborations include the Missy Elliot collection and the Sleek/Fafi range by French artist Fafi. For even more variety, the Adidas logo was displayed alongside pretty butterflies on t-shirts in true art fashion- but you can travel back in time to the 70s and 80s too with T-shirts splashed in skater pictures.

Later in the year the store will be stocking the Ali Core Values range; a “collaboration with six well-known artists who will transform Ali’s six core values: respect, confidence, dedication, giving, spirituality and conviction, into works of art featuring Muhammad Ali himself.” That’s the boxing champion not the prophet, in case you were wondering. Which you probably weren’t, seeing as this is a sports store.

But ‘sports store’ is such a narrow genre, one which Adidas is not fitting into so easily anymore. That said, the bouncer was right; it was very crowded and hot in there…time to scarper for fresh air and leave shopping until another day.

Those shopping days would be: Mon to Thurs: 9am – 6pm, Fri: 9am – 7pm, Sat 9am – 5pm, Sun: 10am – 5pm. Or ring: 04 472 9412.

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