Pics of this “
Based on their Instagram account plus what I saw on various sneaker blogs, I was expecting a major in-store activation. Minimally, I thought there would be a pop-up at the Adidas Originals store in Soho. Nope. Nada.
On launch day, October 12, I headed out early on Saturday and got to the store as they were opening up. And what did I find: zilch. No pop-up, no greenery, no product, nothing.
On top of that, none of the staff had a clue what I was talking about, even when I showed them the articles and the photos, they were nonplussed. The manager suggested it might be something the adidas Consortium was doing and maybe I could find the products at Kith – but he wasn’t sure.
I’m not a sneakerhead and I will readily admit I had never heard of the “Consortium.”
As it turns out, the adidas Consortium is an elite group based in Germany at the company HQs. It is known for its experimental collections and collaborations with stars and celebrities. Products are exclusively launched at the most influential retailers in the world.
In this instance, Alan Titchmarsh, who I had never heard of but is a well-known British gardener and TV presenter is the model for the ‘horti-couture’ collection. He appears alongside presenter Alhan Gencay and songwriter Khloe Anna.
I consider this a lost opportunity for Adidas. The gardening concept is so on-trend (with all age groups but especially with Millennials). Adidas’ presentation of this “
Get it together, Adidas!! This was executed as badly as the adidas Originals x AriZona Iced Tea debacle earlier this year.Read More >