November 17 2016
A chance encounter on the Queensboro Bridge at Mile 15 of the New York City Marathon changed one runner's motivation mid-race.
Adidas is joining the popular box delivery trend (think: Birch Box, Stitch Fix) with the announcement of Avenue A, a quarterly women-only subscription service that brings runners a curated box of excellent running and training gear and product, bringing their newest and seasonal apparel straight to the runner’s doorstep.
The company, who recently launched their women-specific PureBOOST X, will work with fashion trendsetters and trainers to select products that highlight performance and fashion, two top-tier requirements that are going more hand-in-hand in the active lifestyle industry. The first shipment of Avenue A was curated by world-renowned fitness artist Nicole Winhoffer, who selected a versatile package of products that serve the active female and still maintain that style she wants.
“I get a lot of inspiration from what’s around me,” said Winhoffer in a release. “I love cultures and I combine different styles, cultures, dance, and performance into my own unique style. 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 spring 2016 edition will also include PureBOOST X. “PureBOOST X is a great example of the huge focus we have on the versatile female athlete,” explains Kelly Olmstead, Senior Director of adidas Brand Activation. “And it’s so inspiring to collaborate with women like Nicole who are staying active in a way that’s authentic to their lifestyle.”
Avenue A will ship quarterly, so subscribers will receive four boxes per year at $150 per box. While the contents of each shipment are a surprise, the box will be filled with three to five premium items—a mix of footwear, apparel and accessories appropriate for the season.