Adidas and Concepts open a co-branded boutique in Boston

By

Emily Jensen

Published
Aug 25, 2017

The Boston-based retailer opened a new store dedicated to Adidas products. The new store will sell a mix of Adidas classics and collaborations with designers such as Rick Owens.

 
Concepts and Adidas have had a longstanding partnership, and now after much anticipation the two have opened their first co-branded store on Boston’s Newbury Street. The new store includes custom architectural elements such as a staircase visible from the street and boasts a Celtic pattern in homage to Boston’s heritage.
 
In addition to selling a mix of classic Adidas models and new collaborations with designers like Raf Simons and Kanye West, the new store will also sell a selection of Concepts apparel that doesn’t directly compete with the Adidas products. The store plans to host art and music events in the future.

“This partnership symbolizes yet another level of our commitment to offering a diverse and multi-faceted portfolio of unique, retail experiences for our fans,” Senior director of Adidas Originals Pascha Naderi-Nejad said in a statement. “Our co-designed and curated boutique with Concepts is a perfect example of this, uniting two partners in the development of a new retail identity that is authentically laser focused on the consumer experience.”
 
The Adidas x Concepts store debuts Friday at 73 Newbury St and will be open seven days a week.