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Having started off as an activation space in Maboneng,  adidas Originals South Africa has moved its AREA3 to Braamfontein. The new and improved home of adidas Originals will act as an innovative, multipurpose space showcasing the brand, as well as decades of heritage that the brand will be reinventing.

The store will be divided into a retail space, where consumers will get a chance to engage with new products while media, bloggers and influencers will have the chance to engage exclusively with future products at the virtual media hub.

The opening of the new space launched with Pharrell Williams’ Supercolor range. The range takes the classic silhouette of the adidas Superstar and presents it in 50 different colours. Describing the new collaboration Pharrell said, ‘Supercolor is a celebration of equality through diversity. With 50 colours of the Superstar, everybody will be able to select his or her colour. It is more diverse than any pack ever before and therefore it is more individual than any pack ever before. With every shoe treated exactly the same, all colours are equal…..’

For the launch of AREA3,  adidas Originals also collaborated with renowned South African origami artist Ross Symons to create a highly impactful window execution that brings to life the explosion of colour inspired by the Supercolor range.

‘The progression happened organically as our footprint has grown in Johannesburg, and we wanted to continue investing in the lifestyle and street culture space while still collaborating with creative people in Jozi,’ said Stuart Davies, Category Merchandise Manager for adidas Originals South Africa.

Visit AREA3 at 155 Smit Street (Cnr. Smit & De Beer) between 10am-5pm, Tuesday – Saturday.

For more information, contact of follow @adidasZA on Twitter and Instagram. Join the conversation by using #adidasOriginals and #AREA3.


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