underground in chinatown - the adicolor showroom

03/27/2006 01:00:00 PM
Last week, Influx was underground in Chinatown previewing the new adicolor collection by adidas. adicolor is the revival of an original adidas concept from 1983 in which plain white sneakers could be customized with colorful markers. The modern version of adicolor includes limited-edition designer adidas under 7 color themes (white, red, blue, gold, green, pink, black).

The spirit of the adicolor campaign can only be described as cryptic. The NY showroom email read: Go to 267 Canal Street and look for the guy in head-to-toe adidas. Making eye contact with someone in an adidas jacket and jeans, he whispered "adicolor." Across the street, underground and down a long corridor into the showroom manned by a member of the Rock Steady crew.

Inside the small showroom, the collection was on display, some behind glass. The designers cover the gamut from famous fashion house Pucci, to pro-skater Keith Hufnagel to NYC graffiti artist KR. In the small backroom, a DVD played documentaries on each of the artists for adicolor. Each visitor left with a customizable canvas tote, a set of adicolor laquer markers, the adicolor prep/coloring book and the latest Vice magazine.

The adicolor campaign will also include video pod-casts at URLs that correspond to the RGB color codes. The white pod-cast looks like it will go live on March 29th. adicolor is also being promoted in outdoor that features a plain white trainer inviting people to tag it to customize.
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