New York Fashion Week has officially kicked off and it wouldn't be proper if adidas, the athletic brand that has entrenched itself with high-fashion designers and rappers alike, wasn't making moves. To celebrate this week, adidas set up a pop-up space in NYC's SoHo neighborhood to give a look at the range of Tubular sneakers that are currently on the market and those that are set to come out in Spring/Summer 2016. There was also a performance by Future last night to get things started the right way.
"We think the Tubular is a very exciting concept, and what better backdrop than New York Fashion Week to really introduce a high-inspired silhouette to our customers?" adidas Originals U.S. Senior Director Pascha Naderi-Nejad says. "It’s a new design language and direction four our brand. It’s a new vision for adidas Originals."
The Tubular technology was first introduced in the '90s and recently revived thanks to the the Y-3 Qasa Racer, along with a retro of the Tubular '93.
Since that point, adidas has done a few things to the Tubular: Given it Primeknit and totally new uppers. "We’re always going to have a nod to our heritage, but interpret it through a modern lens," Naderi-Nejad says. "We make sure that we deliver a modern aesthetic for today’s consumer and make sure that it feels authentic."
This is shown through a few new models for next year, named the Doom, Viral, Radiant, and Defiant. The sneakers further the Tubular's fashion-inspired design language, while delivering the look at an accessible price, Naderi-Nejad says.
There are also two exclusive sneakers—a black/red Tubular Snake Primeknit and an all-white Tubular X Primeknit—available at the pop-up space, as well as a look at the first Tubular models designed specifically for women.
Those looking to visit the space, located at 115 Spring St., can do so from September 10-12 from 10 a.m. to 5 p.m.