Boston sneaker retailer Concepts and Adidas are taking their relationship to the next level. On Friday, the partners open Adidas x Concepts, the first-ever, co-curated Adidas exclusive boutique located on Newbury Street in Boston.
Adidas and Concepts are avoiding using the term “pop-up shop” to describe the store. The sparsely-designed, 1,200 square foot space will house lifestyle and performance product for men and women, culled from the many categories and collections that span across Adidas.
Iconic franchises from Adidas Originals such as the NMD, EQT and Samba hang alongside sport models including the Ultra Boost, the Alpha Bounce and Harden. Yeezy styles and collaborations with designers Raf Simons, Rick Owens, Stella McCartney and Kolor will also be available. Each shoe is carefully selected by the Concepts team.
“This partnership symbolizes yet another level of our commitment to offering a diverse and multi-faceted portfolio of unique, retail experiences for our fans,” said Pascha Naderi-Nejad, senior director of Originals at Adidas. “Our co-designed and curated boutique with Concepts is a perfect example of this, uniting two partners in the development of a new retail identity that is authentically laser focused on the consumer experience.”
Since launching in 1996, Concept has evolved from its street and skate culture roots into one of the most credible retail spots for collaborations and sneakers.
“When we began to consider this opportunity, location and who we partnered with was critical,” said Deon Point, Concepts creative director. “Boston made perfect sense because it is a city that is fueled by a deep sports heritage and it’s where Concepts was born. We’ve been wanting to do something like this with Adidas for a long time because the brand resonates so authentically with the community.”
Design elements like metal screen doors with a custom designed Celtic-inspired pattern smack of Boston. Inside, shoppers are funneled through an illuminated cloister-like passage dividing the store into different sections. Each space offers merchandised assortments and collections from across the Adidas brand.
A back room provides a gallery-like setting for the most coveted footwear. An interactive projection mapping display will help tell the story of the featured product, from the newest release to rare and archival Adidas footwear models. The room will be used to host in-store experiences, including art installations, performances and sport and culture events.