Adidas opens bespoke space at Harvey Nichols

Sportswear brand Adidas has opened a 500 square foot shop-in-shop at Harvey Nichols’ London flagship in Knightsbridge to showcase its luxury edit, the first of its kind for the brand in the UK.

The bespoke retail space offers a curated edit of the Adidas fashion collaborations and upcoming collections, including an edit of Adidas Originals, the Y-3 performance trainers and ready-to-wear collection, in addition to its series of designer collaborations with Raf Simons, Juun. J, Rick Owens and Pharrell Williams.

The space will also be used to launch the latest fashion collaborations and performance collections, including the Ultra Boost range and the Yeezy boost trainer alongside an exciting collaboration with Kolor, which will arrive in the Adidas shop-in-shop later this year.

Located on the menswear lower ground floor department, the shop-in-shop space combines both retail and gallery space, inspired by the “urban surrounds and cultural shift in fashion”, where the brand states the demand for fashion-focused sportswear has grown, and it showcases its curated footwear collections on raw steel panels and white glossed shelving.

Harvey Nichols, head of menswear, Darren Skey, said: “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.”

Dirk Schoenberger, creative director Adidas Sport Style Division, added: “We are pleased to feature our spring/summer collections in an Adidas Collaboration space with Harvey Nichols. Our pioneering collaborations will be showcased together in this specially created format.

“Fashion-forward sportswear is one of the cornerstones of what Adidas offers and this space will enable consumers to buy covetable, innovative product at a true destination for luxury shopping.”

Image: Adidas