The Adidas store in New York City is the largest Adidas store in the world. Every aspect of the store embodies the Adidas brand and caters to the target demographic: millennials. The sales of the Adidas Originals collection increased by 80% in the U.S. last year because Adidas uses specific signifiers to stay relevant.
The main floor display is changed every month to coincide with a new collection. Currently, the collection of former Victoria’s Secret model, Karlie Kloss, is featured.
Images of Kloss doing what appear to be strenuous workouts are displayed. Aside from the temporary display, the store has arguably as much chain-link fencing as a park, two sets of bleachers along with makeshift stadium lights and jumbo trons, scoreboards, and signs for locker rooms. The music selection is rap.
The third floor features the new Adidas Originals collection. The clothing of the collection is very busy with a variety of colors and patterns. The shoes are simplistic, sticking with the basic three stripe look. A huge part of the Originals collection is the revival of the classic Stan Smith Adidas tennis shoe, produced in 1971.
Everything displayed in the store has a connotation. The ever-changing floor display shows consumers that Adidas is constantly changing to reflect changes in society. The Karlie Kloss collection relates Adidas athletic wear to fashion, specifically fashionable women. There’s also a connotation that women can do tough things. Adidas wants consumers to feel tough. Hence, the chain link fences and rap music, representing street ball and rough neighborhoods. This toughness corresponds well with the newest Adidas logo, which has the same three stripes as always, but the stripes have been made to look like a mountain to be climbed. The locker room signs and stadium features all draw consumers back to their love for sports. So, if you shop at Adidas, you are fashionable, tough, and sporty. A triple threat.
The products themselves are signifiers of the past. The Originals collection has 90’s style fashion written all over it, and the hottest shoe on the market is a shoe that was originally produced in 1971. Because the target demographic is millennials, the Originals sales increase shows a nostalgic desire in millennial culture. Stan Smith himself, now an old man, cannot believe millennials want to be associated with him. What Smith doesn’t realize is how relevant the concept of “vintage” is to millennials. Luckily, Adidas knows their demographic.