Secret Adidas Store in NYC

Paper magazine's blog is reporting on a new Adidas "pop-up" store -- a temporary shop -- the German sneaker maker has opened in Chinatown, New York City, as part of an under-the-radar, buzz-generating promotional tactic. The store is neither advertised nor sign-posted at street level. Passersby would never know it's there unless they already knewthat it was there. The tiny Adidas store is literally underground, tucked behind a warren of Chinese merchants in a basement on hustling, bustling Canal St. It's pretty cool. Of course, Adidas, or, rather its hired guns of clever marketing, created the pop-up shop precisely so that a few people would find out about it and think it's cool and then tell their friends. And so and so on until, ahem, someone mentions it in their blog, with, eventually the mainstream media catching on and reporting on it by the time the whole promo is over, and the experience is totally unattainable for all but those few plugged in urban hipsters. (Okay, and, yes, we realize that we're playing right into the marketers' hands by telling you about it here on the Air Massive.) And we freely admit that we're going to walk down to Canal St., if we can, and check it out for ourselves before the shop disappears. The pop-up shop is at 267 Canal St., NYC, and it's open from 1:00 p.m. to 7:00.

Posted by Supercore at March 22, 2006 08:20 PM