Adidas is on the move in SoHo with a brand-new flagship for its Originals label.
Located at 135 Spring Street in a space once occupied by Valentino, the new store is less than one block away from Adidas Originals’ prior SoHo location at 115 Spring Street, which opened in 2016.
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The new space preserves the building’s historic character—keeping original brick walls exposed—while layering in contemporary materials such as metallic finishes, reflective surfaces, and semi‑gloss flooring.
Plus, digital touchpoints throughout the store showcase campaign storytelling, mood content and artist collaborations. Consumer insights informed a key design element: curated styling moments and local talent photography, displayed in large-scale rotating frames. This nods to New York’s legacy of street photography, creativity, and gallery culture.
The store also includes signature installations, including a sculpture by New York Sunshine, custom textiles by Darold Brown (aka Ferg), customization artwork by Atticus Torre, and a high-fidelity speaker installation by Silence Please—celebrating sound, art, and design as integral parts of the brand experience.
Adidas, Originals, SoHo, store, retail, NYC, shoes, sneakers, footwear
According to Adidas, the new location features an expanded footprint and the brand’s latest retail concept, which aims to serve as a cultural hub that reinforces its “ongoing commitment to supporting the artists, musicians, designer and organizers defining the city’s creative future.”
As such, Adidas has introduced the spring/summer 2026 “Creative Class” at the flagship. Members include musician Nourished by Time, DJ Zillion, designer Doctor Garmentz, musician Halima, photographer Ramshah Kanwal, community organizer Marz Lovejoy, basketball organizer Alex Taylor, director Thuan Tran, local organizer Z, and the band Fcukers.
The company noted that each member was selected for their “real influence” within their respective scenes with the hope of reflecting the diversity of New York Culture and will help create moments arounds the store.
“We will always want to connect locally as well as support and contribute to the local culture in any place where we have a store,” Joe Robertson, vice president of culture marketing at Adidas, told FN in an interview. “I think what’s unique about this one is, is how we’ve launched that in collaboration with the launch of the store. So it’s not just a collective that’s being done in the city, separate from the brand, but we’re actually connecting it to the store, giving them space and then also kind of ensuring that it’s ongoing and not a singular thing.”
Adidas, Originals, SoHo, store, retail, NYC, shoes, sneakers, footwear
To celebrate, Adidas hosted a launch event last month to unveil the New York–based cohort. The evening featured a photo exhibition by New York–based photographer Tyrell Hampton, whose work captures the intimacy and energy of contemporary youth culture, alongside DJ sets by local staple Stonie Blue that brought the space to life.
Extending beyond the opening event, the Creative Class program will serve as the foundation for ongoing residencies, collaborations, and programming, the company noted.
As for what Robertson hopes consumers get out of this new experience, he wants everyone to be immersed in the city’s creative scene.
“This store is not just a place to shop,” Robertson added. “The space should serve as a platform and a meeting place for New York’s creative community. So the idea is not just transactional product buying. It’s also about how we build a space for community, for people to participate, and again, for these artists to then have a space to show their work.”
Adidas, Originals, SoHo, store, retail, NYC, shoes, sneakers, footwear
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