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Adidas Leans on Heritage With Return of Adidas Sports Club

COACHELLA, CALIF. — Sometimes answers to innovation and what’s next can indeed reside in the past.
Adidas certainly wound back the clock in some respects, going back in time to tap a concept from its archives, bringing to life its version of the modern-day salon during its activation around this year’s Coachella Valley Music and Arts Festival. It’s not a new idea, conceived originally by the brand’s founder Adi Dassler who, some three decades ago, began pooling talent from across sports and design for the Adidas Sport Hotel.
The sportswear firm’s three-day roster of activities at the 50-acre Zenyara Estate in Coachella, taking place the same weekend as the Coachella music festival, was a new take on the concept that emerged in the Sixties, weaving in athletes, influencers, music artists and others to mix and mingle. Some might call that one big party. Adidas’ ambitions appear to reside somewhere more on the philosophical side of things.
“We are always a brand that is trying to bring creatives together and realize their creative ambitions and break barriers to creativity to take things to the next level,” said Adidas Originals senior director of North America Christine Sheehan. “We have a history of doing this; 747 [Warehouse in

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Via:: https://wwd.com/fashion-news/sportswear/adidas-leans-on-heritage-with-return-of-adidas-sports-club-coachella-2019-1203107904/