Avenue A by adidas

A quarterly women-only subscription service that offers a curated box containing premium running and training products.

The Luxonomist. 17/02/2016

adidas will collaborate with fashion-forward trendsetters and trainers to hand-pick an array of products for each shipment that exemplify style and performance. The first shipment of Avenue A 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.

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adidas Avenue A

«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.»

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Nicole Winhoffer

The spring 2016 edition will also include PureBOOST X, an innovative running shoe designed specifically for women that features a first of its kind floating arch to provide unrivalled support. «PureBOOST X is a great example of the huge focus we have on the versatile female athlete,» said 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.»

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adidas PureBOOST X. Click to buy

Avenue A will ship quarterly, so subscribers will receive four boxes per year at $150 per box. 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.

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