Ahead of the city’s impending Olympic Games, Adidas has opened two flagship stores in Los Angeles.
Adidas’ in-house creative team created a 5,390 square foot area inside the new 8428 Melrose store in West Hollywood. They used minimalist elements as a representation of LA’s spirit. Beloved lines such as Y-3 and Stella McCartney reside here, accompanied with performance goods customised to meet the demands of regional clients.
Adidas stated that Originals Downtown Los Angeles (DTLA), the company’s other location, strives to advance “cutting-edge design” while paying homage to the city’s history. The website will serve as a community centre on two levels, showcasing workshops, gatherings, and partnerships with the aim of strengthening the brand’s connections to Los Angeles.
Adidas prioritises the city over upcoming international athletic and cultural events, such as the 2028 Olympics, which LA will host. Thus, it is a component of the brand’s endeavours to demonstrate its commitment to the city by creating venues that double as both “cultural beacons” and retail establishments.
One of these initiatives is the creation of “OG LA,” a new creative division of Adidas Originals, where a new team will be entrusted with identifying and developing local talent while showcasing people who support LA’s sports and lifestyle scene in an effort to build stronger ties with the community.
