To celebrate this year’s NBA All Star Weekend, adidas Originals is engaging in a series of activations and launches beginning on February 14, 2013 with the Grand Opening of Originals Collective – a collaboration between adidas Originals and Footaction.
“adidas Originals Collective is a new retail experience that will live within Footaction doors, a unique concept for both brands,” said Simon Atkins, Head of Sport Style Division at adidas Region North America. “adidas Originals Collective will give us a place to test new products and concepts that will come to life in the best possible way.”
During a private event February 14, 2013, adidas America, Inc. and Footaction, Inc. will unveil a new retail collaboration in which adidas Originals product will live inside a Footaction store. This shop within a shop experience is the first of several that will open before the end of 2013.
In celebrating Chinese New Year 2013 and the close friendship with superstar Eason Chan, adidas Originals and Jeremy Scott present a special edition of the iconic JS Wings to launch during NBA All-Star Weekend in Houston at an event at Premium Goods, February 14th, 2013. Entitled the JS Wings CNY and inspired by rich oriental colors and luxurious silks, Jeremy used these influences to capture the essence of Eason’s Hong Kong home. Using a royal blue silk base, with embroidered flowers and an embroidered wing, the attention to detail is as expected from any project that Jeremy puts his hand to.
Info after the jump…
On February 15, 2013, adidas Originals and Teyana Taylor, will disrupt the boy’s sneaker world by launching the women’s Harlem GLC silhouette, an exclusive color way with statement making details.
“adidas is original, Teyana is an original. It’s a perfect collab,” said Teyana Taylor, singer-songwriter signed to Kanye West’s G.O.O.D. Music label. “I have big respect for adidas Originals so this is a big deal for me. I am honored that they believe in me. It means a lot that adidas Originals would trust me with their brand and sneaker,” she said. “I’m from a planet called Harlem, where dreams do come true.”
Paying tribute to her love for retro basketball sneakers, the Harlem GLC features an EQT midfoot strap, reminiscent of the adidas Equipment series from the 90s. Constructed from rubber wrapped wire in black satin, Teyana’s noble status is represented in the crown rising at the ankle. The event will be open to the public at the adidas Brand Concept store in the Houston Galleria Mall.
On February 16, 2013 a limited run of the TS Lite AMR “Trophy Hunter” will launch at the Houston Galleria Shiekh during an All Star Weekend event hosted by Wale. This new silhouette is inspired by the iconic adidas Originals Forum and features a gold anodized outer shell, lightweight construction and an all-over leopard print.
A day time party with a special line up of all star DJs caps off the weekend with “the Cross Over”. Established in Los Angeles in 2005, the do-over Houston will feature DJs Clark Kent, Mick Boogie, Neil Armstrong, Waldorules, among others.
adidas Originals is the iconic sportswear brand for the street, born in sport heritage but living in contemporary lifestyles. Symbolized by the Trefoil, adidas Originals is bringing heritage styles of the adidas history back to life. Its biggest strength is the ability to be a relevant part of people’s lives – in whatever lifestyle they have.