Adicolor Colour Series

As many of you have already read all over the internet, the Adidas Adicolor series launched internationally last Saturday, March 18th. As part of this global launch, Adidas created an underground (literally) showroom, on Canal Street in NYC. This showroom strives to capture the essence of underground sneaker culture and serve as both an experience and a display of the entire Adicolor Artist Series.

Now I must admit, I was initially drawn to this underground showroom more for its marketing savvy, than its actual purpose. I consider myself to be very keen, and cynical really, when it comes to "out of the box "marketing initiatives, especially those that take place in my city and are targeted at consumers like myself and the larger culture that I am a part of. According to the stringent, and often impossible, guidelines I place on marketing initiatives such as these, most initiatives tend to fall horribly short of their intended goal.The general downfall of these types of initiatives comes from their lack of one MAJOR component, authenticity.Lifestyle marketing (as this initiative can be categorized) seems to always play off of a culture or a consumer group, rather than embrace, understand, and engage one.And now for another shocking admission…I am impressed…

The Adidas Chinatown showroom is cleverly hidden from the general public.If you are not purposely looking for it, you will not find it, and it will not find you.The showroom is not for people shopping for fake Louis Vuiton and Gucci bags on Canal Street, the showroom is meant to be discovered by those who CARE enough to find it, namely, people like us…This to me, is the first part of the genius behind the showroom. The showroom is not some all in your face “come and buy our stuff now!” store, as a matter of fact, you can’t buy anything in there anyway.The showroom is meant as a point of discovery for the Adidas Adicolor Artist line.The only way to get to this showroom is to walk up and down Canal Street looking for the men dressed in all Adidas clothing, the second part of genius behind the showroom.As many New Yorkers will testify, or at least I will, most of ones time (ok well my time) on Canal Street is spent walking up and down the street, going from store to store, looking for the best deal on a 14K chain (its an art form really, as I have been told by the OGs before me “Never pay the Sucker price on the tag”).<Once I found the men in the Adidas clothing, I asked about the showroom, and I received the authentic silent nod as if I was about to be put on to the AUTHENTIC Rolex’s downstairs.Now here folks, is THE BEST PART OF THIS ENTIRE EXPERIENCE (well until I got to see the merchandise of course). This Adidas clad man lead me right through the spot where I buy all my jewelry from!!! And I mean all of it, the jewelry that I myself wear and jewelry that I buy as gifts! I was buggin son! I was like what the hell is going on here! Plus this guy was nodding and talking to the people that I buy my jewelry from! It was CRAZY! How authentic is that, this dude is from Canal! Thumbs up Adidas, you got me…Once I got to the showroom I was greeted by Rock Steady Crew’s own Fever One (big shout out to him for letting me do my thing). Yes, Adidas even went as far as to use a real New Yorker! Trust me this is not obvious to many brands.I had come to expect these quasi-authentic experiences where I was destined to meet someone with their haughty British accent.Fever was dope. He was informative, inviting, and most of all, chill.<He encouraged me to take pics, walk around, and he even gave me a brew! Now what exactly did I see when I walked around enjoying my fine Tiger barley and hops….Yes, yes, I know you all really came here for this part anyway…ENJOY!!!</p>

Adicolor Colour Series

From Solepedia.com | Online Sneaker Encyclopedia

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Adidas Adicolor Colour Series

Red Series

Blue Series

Yellow Series

Green Series

Pink Series

Black Series

White Series

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