Got a monthly subscription to Women’s Health? Tick. Spotify? Tick. Graze box? Tick. Adidas clothing? What? Yep – it’s happened. Ok, we get it’s the latest trendy thing to do and there is a subscription service to cater pretty much every need but clothes – We didn’t see that coming. At all.
In the hope to appeal to women who love to workout (particularly run) but may not have the time time to shop for fitness gear (which face it is most of us), the sportswear brand has launched Avenue A, a quarterly box that delivers a selection of workout clothes and accessories to your doorstep 3 times a year for $150 a pop. ($600 a year)Each box will include three to five seasonally appropriate items, including footwear, apparel and accessories, with the launch box boasting the new Adidas PureBoost X trainers.
Fashion and performance are two previously opposing terms that preordained you couldn’t be sporty and fashionable at the same time, have let their guards down and become best of companions. Being fashionably fit has well and truly become a ‘thing’ – A ‘thing’ the industry likes to call the athleisure. With the athleisure trend booming and looking set to go absolutely nowhere – Adidas says AvenueA will work closely with fashion trendsetters and trainers to come up with gear that caters to an active lifestyle without compromising style. The first edition of Avenue A was curated by world-renowned fitness artist Nicole Winhoffer, who selected a versatile package of products that serve the active female and still maintain that style she wants. Adidas will continue to collaborate with fashion-forward trendsetters, trainers and influencers to hand-pick an array of products for each shipment.
Kelly Olmstead, Senior Director of adidas Brand Activation insists the bold move into the subscription market comes as a result of listening to what women want.
Our brand is listening to what women truly want, and that is product designed specifically for her combined with unique, customized experiences. Avenue A helps us deliver that in one convenient and inspiring package. The best part is, this is only the beginning”. Olmsted, Senior Director – Adidas.
There’s only one more question we have to ask. When is it coming to the UK?
Learn more about the subscription process and sign up at adidasavenuea.com. Follow the conversation on social media through #adidasAvenueA.