Adidas has joined the growing market of subscription boxes.
Avenue A by adidas is a women’s only quarterly box that delivers a selection of workout clothes and accessories to your doorstep for $150 a pop ($600 a year).
Aimed at women (specifically runners) who don’t have time to shop, each box will contain a mix of premium footwear, apparel, and accessories (a total of three to five products per shipment).
The first Avenue A shipment, SS16, was curated by world-renowned fitness artist Nicole Winhoffer. Based in New York, Nicole has selected a versatile package of products that cater to an active lifestyle without compromising style.
“I get a lot of inspiration from what’s around me,” said Winhoffer. “I love cultures and I combine different styles, cultures, dance, and performance into my own unique style.” Regarding her involvement with Avenue A, Nicole said, “The brand is paying attention to a woman’s need to be stylish, confident and one of a kind. They’re doing it in a really cool new way.”
The first box features one of Adidas’ hottest and newest offerings for women: the PureBOOST X sneaker, an innovative running shoe designed specifically for women that features a first of its kind floating arch to provide unrivaled support as well as a versatile package of products curated by Nicole that serve the active female and still maintain that style she wants.
The Avenue A campaign originated from a call Adidas President Mark King made to employees to come up with ideas to improve the brand’s running business. Employees submitted 442 ideas, these were narrowed down to 11 finalists, and a team of senior managers selected the winner: Avenue A.
Avenue A will ship quarterly, so subscribers will receive four boxes per year. While the contents of each shipment is a surprise, the box will be filled with three to five premium items – a mix of footwear, apparel and accessories appropriate for the season.
According to adidas every box will be “designed and curated by fitness’ most famous and fabulous. While no other Avenue A curators (as the brand calls these influencers) have been officially announced, we can likely expect a mix of professional athletes and more fashion- and lifestyle-focused tastemakers.
Learn more about the subscription process and sign up at adidasavenuea.com. Follow the conversation on social media through #adidasAvenue