Sports brand Adidas will launch Avenue A, a women's subscription service, in the United States. Subscribers will receive a box full of clothing, shoes and accessories every quarter.
Idea comes from employee
The company feels these boxes are perfect for women who run a lot or who exercise outside. Each box will cost 150 dollars and will contain three to five premium items every quarter. Adidas says it will collaborate closely with fashion trendsetters to see what it should include in every box.
Avenue A's first box was created by fitness artist Nicole Winhoffer and contains the PureBOOST X, a new female-oriented running shoe. "De eerste box van Avenue A werd samengesteld door fitnessartiest Nicole Winhoffer en bevat de PureBOOST X, een nieuwe loopschoen die speciaal voor vrouwen werd ontwikkeld. “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”, Winhoffer told Forbes.
North American CEO Mark King had asked his employees to share new ideas with the company, which led to 442 ideas being sent in. 11 finalists were chosen and Avenue A was the winner.