Storecasting: Another Fashion Week, Another Adidas

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

This February, Adidas will observe its bi-annual tradition of opening stores during Fashion Week with the debut of Adidas SLVR Label in Soho. SLVR Label is sportswear and not, as WWD explains, "performance activewear," which means that while it might look athletic, you probably shouldn't wear it to, say, run the New York Marathon.

In terms of price (and, presumably, design), SLVR Label will fall somewhere between regular Adidas and Y-3, Adidas's collaboration with Yohji Yamamoto. The brand plans to throw a launch party during Fashion Week at which industry types will get to stand around in killer heels admiring the high-tech sneakers.
· Adidas Launching SLVR [WWD, subscription req'd]