Last week Adidas South Africa launched AREA3: an evolving, innovative and multi-purpose creative space – aptly termed the home of adidas style; situated in the urban mixed-use community of the Maboneng Precinct in East Johannesburg.
AREA3 will showcase the decades of heritage adidas brings into the now; playing on its ability to stay relevant to all walks of life regardless of time, place, style and passions.
“adidas’ fashion and lifestyle ranges represent originality, creativity and passion. The Maboneng Precinct reflects these same values, so it’s a natural home for AREA3,” adds Fabrizia Degli Esposti, Brand Marketing and PR Manager – Style at adidas South Africa.
Officially opened on Thursday, 04 October 2012, AREA3 will play host to fashion shows, pop-up retail, installations, activations and exhibitions; whilst showcasing the best of South African talent: from action sports to music, art to fashion.