Get A Shoe In
On behalf of Chicago, CFM Welcomes the Adidas Sports Heritage Team
By Yanira Garcia


For years, Chicago has been rocking with the best, including the number one
sportswear line, Adidas.  Adidas has been making history worldwide since 1928
but finally after so many years, Adidas is setting up shop right here on
Chicago's Rush St. While still in the works, CFM was able to get the heads up
from Mike Jaeggle who manages Retail Development for the Sport Heritage stores.
 With details as to what's next for the brand most commonly know for its
Trefoil, here is what Jaeggle had to say to CFM.

CFM: Towards the end of this month Adidas will be opening a new store here in
Chicago. Where exactly would this be?

ADIDAS: We are opening an Adidas Originals Chicago store on Thurs, Jan 27 at 923 N.
Rush St, in the Gold Coast neighborhood.

CFM: Why that location, in fact, why Chicago?

A: Each location is carefully chosen to complement our brand. We see the Gold
Coast in Chicago as one of the liveliest and most influential communities in
the US, and an ideal home for an Adidas Originals store.

CFM: Many people admire and absolutely love the City Series. Will there be a
Chicago addition to that series?

A: We are also very excited about the City Series. Unfortunately, we do not
have a Chicago addition planned.

CFM: Adidas Originals just open a store in Germany, Barcelona, and a second in
London. With so many stores opening, I have to ask, what does Adidas plan to
achieve with the opening of some many stores?

A: We will have six stores open in the US, with Chicago being the newest. Soho
(NY), Georgetown (DC), Cambridge (Boston), South Beach (Miami) and Portland,
OR are our other US stores. The Original Stores allow us to showcase the
broad Adidas Originals collection and allows consumers to understand
first-hand, the Adidas brand experience. This concept conveys the heritage,
competence and authenticity of the Adidas brand to our target consumers.

CFM: Now that Adidas will have their own store here in the Windy City, will
 Adidas become unavailable in other sportswear stores?

A: No. Adidas key accounts will always receive a special product selection out
of our collections, focusing on their needs and their target group. They
will always get exclusive treatment as being the key accounts for Adidas.

CFM: Will your Chicago location carry the same merchandise as your other
locations or will in vary? Is there anything specifically targeted towards

A: We will be opening the Chicago store with our Spring/Summer 2005 collection,
featuring several new themes, including Motors, which celebrates Adidas'
long history in driving sports; Coastal, which features product inspired by
the skate and BMX lifestyle; and Football, which highlights some typical
pieces of one of the steamiest World Cups of football (soccer) history.
Based on a monthly roll out plan, we offer two collections per year -
Spring/Summer (Dec - May) and Fall/Winter Collection (Jun - Nov). Further,
we will offer Originals products of limited quantities and it products that
are produced exclusively for only Originals Stores worldwide. The product we
choose to offer in each store is specifically chosen with that particular
market in mind.

CFM: Your London store was opened by David Beckham from what I hear, is there
anything in store for the Chicago event?

A: Adidas has a two-track approach to retail: On the one hand we have our Sport
Performance Centers, like the one we opened in London, where we offer
functional products for all our sports categories. On the other hand, we
have our Originals stores, like the one we are opening in Chicago, which
product is inspired by our archive and our long history in sport.

How we celebrate the openings of the two stores is very different, as well,
based on our consumers. For our Originals store opening, we have several
events planned to generate urban awareness of the store presence. As a way
to personally introduce our target consumers and local influences to Adidas
Originals, we are hosting a private party prior to the actual store opening,
in which Chicago's own Felix da Housecat will be spinning. Additionally, we
have designed a special shopping experience for a few lucky people, where
where are closing the store early opening day, to host a private evening of

We will continue to host events that offer a unique shopping experience,
like bringing in local musicians, DJ's, and artists to perform in the store
and share their talent with our consumers.

CFM: What style is very popular today?

A: The shell toe, during the 70's worn by over 75% of all NBA players, is our
most iconic shoe. To celebrate its 35th anniversary, we are releasing the
Superstar 35 collection, which includes the City Series you mentioned

CFM: What are the characteristics of your Sports Heritage line?
A: Adidas Originals is part of the Sport Heritage division. Deriving
inspiration from our sport heritage, Adidas Originals represent a true
fusion of sport authenticity and global street style. For many people,
Adidas Originals embodies nostalgia, memory, sporting history, street
credential and cultural connectivity. Adidas Originals are recognized by the
usage of the trefoil logo, which is an Adidas brand mark since 1972. It
looks a bit like a globe on a cartographer's map, and it symbolizes the
global reach of our trademark, the 3 stripes.

Yet another major international company like Adidas-Salomon has seen the
potential in Chicago's blooming fashion scene. On behalf of Chicago,CFM
welcomes the Sports Heritage team.

Chicago Location:
923 N Rush St
Chicago IL 60611
Phone 312.932.0651