Marked by one of the most recognised logos in the world, adidas Originals’ roots may be planted firmly in history but its place is undoubtedly here and now.
Thought of as the ‘heritage line’, adidas Originals is all about bringing old school style into the now. Reinterpreting and rethinking classic adidas designs for the modern day, the streetwear brand is preserving fashion history in New Zealand’s only adidas Originals store at Britomart’s Atrium on Takutai.
With sneakers, clothing, bags, sunglasses and accessories, adidas Originals fits in that handy space between comfort and style. Balancing vintage adidas designs from as far back as the 1940s with new age thinking, the brand has found a way to honour its heritage that doesn’t date.
Often releasing collaborations with world-class designers and thinkers like Pharrell and Rita Ora, adidas Originals offers fashions that stay relevant to all walks of life, regardless of time, place, style and passions. Touching on different aspects of culture from design to art to music, the line’s ambassadors read like a Rolling Stone guest list with the likes of Nicki Minaj, Jeremy Scott, Big Sean, Derrick Rose and Mr Posh Spice himself, David Beckham.
The Britomart store itself takes inspiration from the neighbourhood, capturing the raw energy of the streets and infusing that into the Atrium space. Stocking some of the brand’s most iconic footwear ranges like the Stan Smith, ZX Flux, Tubular and Superstars, it is a mecca for sneaker heads, a local cultural epicentre.