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The new space<\/a> preserves the building\u2019s historic character\u2014keeping original brick walls exposed\u2014while layering in contemporary materials such as metallic finishes, reflective surfaces, and semi\u2011gloss flooring.<\/p>\n 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\u2019s legacy of street photography, creativity, and gallery culture.<\/p>\n 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\u2014celebrating sound, art, and design as integral parts of the brand experience.<\/p>\n Adidas, Originals, SoHo, store, retail, NYC, shoes, sneakers, footwear<\/p>\n According to Adidas<\/a>, the new location features an expanded footprint and the brand\u2019s latest retail concept, which aims to serve as a cultural hub that reinforces its \u201congoing commitment to supporting the artists, musicians, designer and organizers defining the city\u2019s creative future.\u201d<\/p>\n As such, Adidas has introduced the spring\/summer 2026 \u201cCreative Class\u201d 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.<\/p>\n The company noted that each member was selected for their \u201creal influence\u201d within their respective scenes with the hope of reflecting the diversity of New York Culture and will help create moments arounds the store.<\/p>\n \u201cWe will always want to connect locally as well as support and contribute to the local culture in any place where we have a store,\u201d Joe Robertson, vice president of culture marketing at Adidas, told FN<\/a> in an interview. \u201cI think what\u2019s unique about this one is, is how we\u2019ve launched that in collaboration with the launch of the store. So it\u2019s not just a collective that\u2019s being done in the city, separate from the brand, but we\u2019re actually connecting it to the store, giving them space and then also kind of ensuring that it\u2019s ongoing and not a singular thing.\u201d<\/p>\n Adidas, Originals, SoHo, store, retail, NYC, shoes, sneakers, footwear<\/p>\n To celebrate, Adidas hosted a launch event last month to unveil the New York\u2013based cohort. The evening featured a photo exhibition by New York\u2013based 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.<\/p>\n Extending beyond the opening event, the Creative Class program will serve as the foundation for ongoing residencies, collaborations, and programming, the company noted.<\/p>\n As for what Robertson hopes consumers get out of this new experience, he wants everyone to be immersed in the city\u2019s creative scene.<\/p>\n \u201cThis store is not just a place to shop,\u201d Robertson added. \u201cThe space should serve as a platform and a meeting place for New York\u2019s creative community. So the idea is not just transactional product buying. It\u2019s 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.\u201d<\/p>\n Adidas, Originals, SoHo, store, retail, NYC, shoes, sneakers, footwear<\/p>\n Best of WWD<\/p>\n Sign up for FN’s Newsletter<\/a>. For the latest news, follow us on Facebook<\/a>, Twitter<\/a>, and Instagram<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"Adidas is on the move in SoHo with a brand-new flagship for its Originals label. Located at 135…\n","protected":false},"author":2,"featured_media":184121,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[12424,74039,34655,74086,9,56,63,65,64,3210,9666],"class_list":{"0":"post-184120","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-new-york-city","8":"tag-adidas","9":"tag-adidas-originals","10":"tag-flagship-store","11":"tag-joe-robertson","12":"tag-new-york","13":"tag-ny","14":"tag-nyc","15":"tag-nyc-headlines","16":"tag-nyc-news","17":"tag-soho","18":"tag-spring-street"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts\/184120","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/comments?post=184120"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts\/184120\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/media\/184121"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/media?parent=184120"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/categories?post=184120"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/tags?post=184120"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"Adidas,](\"https:\/\/www.newsbeep.com\/us-ny\/wp-content\/uploads\/2026\/04\/0c3a8c5f4eb398a05372823bae65a0b2.jpeg\"\/)
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