adidas open store in Harvey Nichols

adidas Harvey Nichols store 01

Continuing their forward march, adidas unveil a new shop-in-shop at London’s Harvey Nichols store, showcasing an edit of some of their best collections.

Designed by adidas, the space is minimal and industrial, intended to feel somewhere between a shop and a gallery and to display the Harvey Nichols edit of adidas’ more fashion-focused sportswear offerings. Thankfully, the brand hasn’t been split into its usual subcategories and the space offers a selection from adidas Originals, adidas, adidas by Raf Simons, adidas x Juun. J, adidas Originals = Pharell Williams and adidas by Rick Owens. The is also one of the locations to receive the recent Yeezy Boost and Ultra Boost.

Being the first adidas store of its kind, it’s no surprise that the folks at Harvey Nichols are happy to be the hosts, especially considering how well adidas are doing at the moment:

“We pride ourselves on offering exclusive collections to our customers, to be the first to house an adidas shop-in-shop in the UK is both a privilege and an exciting prospect.  The brand has gone from strength to strength over the last few years and being huge fans of the label, it’s been great to see how Dirk has developed the sport style division. We are looking forward to receiving the collections and seeing what the brand has in store for the coming season.” – Darren Skey, Head of Menswear, Harvey Nichols

Head to Harvey Nichols in Knightsbridge to check out the 500sq foot space on the menswear lower ground floor department.

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Alex Synamatix

One of three co-founders at THE DAILY STREET, Alex is our Editor-in-Chief, overseeing all TDS activity. Outside of TDS, Alex is a respected creative in his own right, from art directing club nights (comm•une) to consulting for some of the largest global brands.

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