Word: adidases
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Dates: during 2000-2009
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Adidas first moved in to its location on the corner of Mass. Ave. and Plympton Street in March 2000, but closed up shop in April 2001.
Barnes said that though the store closed then because “it wasn’t the right fit” with the Square, Adidas thought the intervening period has made potential customers more receptive.
On hand last night to explain how the originals merchandise is chosen was Jon Wexler, who is in charge of selecting Adidas footwear for the U.S. market.
Barnes said that Adidas is very conscious of demographics in its marketing.
In order to reach out to that core age group, Barnes said that the Adidas store will be teaming up with a group of Harvard students to promote the undergraduate-run Veritas record label.