Adidas opens Manufacturing unit 55 in Brooklyn – WWD
For the next few days, Adidas will be operating Factory 55, a pop-up area on 55 Wythe Street in Williamsburg, Brooklyn promoting its POD System sneaker.
Upon entering the private warehouse via clear vinyl hanging strips, viewers are presented with a detailed breakdown of the sneaker construction, which they can purchase nearby. Most of the venue, however, is devoted to customization experiences and workshops.
There is a t-shirt customization station and an area where attendees can create posters along with pop-ups from Fool’s Gold, Joe Freshgoods, and Procell. Adidas has also planned a series of workshops ranging from a creative process session with Luke Tadashi from Bristol Studio to a zine workshop with Paper Work NYC to a screen printing lesson from Morning Breath.
“At Adidas, we believe that exercise has the power to change lives and this is even more true when we think of the younger generations,” said Kelly Olmstead, vice president, brand activation. “You live in a creative space that is also influenced by culture, music and even video games. Events like Factory 55 enable us to bring together creatives, designers and artists who continuously shape culture. Aside from bringing a product to market, we want everyone who comes through activation to be inspired by their innate human ability to create. Factory 55 provides these tools to help bring your creativity to life. “
Adidas tested the warehouse concept last November in Los Angeles during NBA All-Star Weekend with the 747 Warehouse, which included interactive brand activations, sneaker retailing and musical performances.
“Our event at 747 Warehouse St. during the All Star Weekend showed the role creativity plays in sport on and off the pitch. We created a whole new way for consumers to experience our brand by bringing together influences from across sports culture and providing unparalleled access to the most innovative products, designers and artists, ”said Olmstead. Children now come to Adidas events in their city and unleash their creativity. For example, when you come to a workshop and work with a designer you admire to customize clothes, you can be inspired on a very personal level. “
Factory 55 will be open to the public until August 5th.