adidas unveils first Japanese `Originals` store
adidas has taken the wraps off its first ‘Originals’ concept store in Japan at Tokyo Harajuku, the city’s trendiest area.
Featuring over 126 square metres on two floors, the store offers the first Originals collection for Autumn/Winter 2001 and will give a small preview of adidas's upcoming Spring/Summer 2002 collection. It also offers special editions such as an "I love Tokyo" T-shirt or the adidas Crystal Superstar adidas.
Originals is one element of adidas’s new brand strategy, which encompasses the ‘Forever’, ‘Sport’ and ‘Originals’ brands and is aimed at both expanding the group’s customer base and gaining deeper market penetration in existing markets. The first adidas Originals store opened in Berlin in October this year, while the New York store is planned to open in spring 2002.
