adidas Originals ‘Neighbourhood’ Store Opens In Sydney
To strengthen the bond between Adidas and its streetwear consumers
With various ‘Neighbourhood’ stores open in major cities around the world, from Berlin, Shanghai, Seoul and London, adidas bring their Originals-based concept to Sydney. Now you might be wondering what on earth does the ‘Neighbourhood’ element of the store mean and why Sydney.
Launched in 2014, the ‘Neighbourhood’ project was created to strengthen the bond between adidas and its streetwear consumers, reminding everyone that Originals is still one of the pioneers in street sportswear. This is where the ‘Neighbourhood’ name comes in. The store’s fit-out takes cues from the street culture around the shop’s location to reach out to its community, creating a unique personality tailored for Sydney and staying relevant locally.
Sydney was most likely chosen for its streetwear influence and ever populating scene, one of the key criteria for the ‘Neighbourhood’ project. The city will be in for a treat, not only because collaborations will drop in-store here but because the staff are raised as brand ambassadors of the triple stripe’s Originals and encouraged to be authentic (Original) delivering the ‘one of a kind’ experience.
adidas Originals Neighbourhood
Westfield Chatswood, 1 Anderson Street, Level 5
Mon to Wed, Fri 9am–5.30pm
Sat to Sun 9am–5pm
Images via Broadsheet