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Jeddah gets Originals
Jun '09
adidas Originals is celebrating its 60th anniversary with the opening of its first Originals retail store in Saudi Arabia. The 200m2 store in Nojoud Center, Al Tahlia street, Jeddah is a significant expansion for adidas into the Kingdom, the first store solely dedicated to its lifestyle fashion range carrying the classic adidas Trefoil.

Other adidas Originals stores are present only in major cities across the globe, in countries such as China, France, UK, Russia, Japan, Korea, Brazil and its homeland of Germany.

The new retail concept shapes a fresh identity and combines the brand's incomparable street wear and sports authenticity with a contemporary look. The Jeddah Originals store will be a one-of-a-kind destination where lifestyle consumers Celebrate Originality in its truest sense, maintaining the key pillars of creativity and individuality.

Eduard Massier, Marketing and Business Development Director, adidas Emerging Markets said:

“Originals stores serve as an area where the lifestyle community can interact with the Trefoil in a truly creative way. The new Jeddah store is a canvas that allows adidas Originals to share its rich brand history while showcasing unique product stories each season. The Saudi market has been embracing our lifestyle fashion line for some time now and through the new store we hope to now offer customers the fullest range of Originals clothing, in an exciting and enticing environment.”

The store merchandising is designed around an urban theme, including workbench-inspired Tables with shoe molds, Footwear walls exposing the inner working of the stockroom, unstructured boxes building into the Brand, Basics and Denim walls as well as new Communication tools such as windows, graphics, frames and vices.

The new store will feature the Fall/Winter 2009 collection, which continues the year-long celebration of adidas' 60th anniversary. The new collection reflects the strong diversity of the brand and its evolution from a sportswear brand to a global contemporary lifestyle player. With the F/W 2009 collection, the concept of “Celebrate Originality” is taken to greater heights with a new partnership between adidas and legendary hip-hop label Def Jam Recordings, a second season of the Vespa range and the new Five-Two-3 concept, which brings variety and freshness.

“adidas Originals' biggest strength and point of difference is the ability of the Trefoil brand to be both an inspiration and relevant part of people's lives, no matter what lifestyle they have. The common factor is these people exude originality and have a passion to express their own style,” added Massier.

The new store is opened in partnership with Delta Marketing, adidas' strategic partner in the Kingdom for over 10 years.

adidas Originals

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