The assortment will put an emphasis on Adidas Originals icons and collaborations, including hookups with Y-3, Willy Chavarria, Bad Bunny and Jellyfish by Pharrell Williams.

MILAN — Adidas is bringing its premium retail format to Italy, unveiling a new store in Rome’s landmark Via del Babuino, which leads to the city’s famous Spanish Steps.

Following the likes of Alo in targeting the central fashion street that’s home to many luxury labels, the sports powerhouse dedicated the space to its Originals lifestyle proposition, founded in 2001.

The location will be the first store in the country to feature the Collection V.2 retail concept.

The 3,229-square-foot location marks the second unit Adidas has in the Italian capital. It will differentiate the assortment from the existing door by putting greater emphasis on a selection of Adidas Originals icons, trend-led products and internationally renowned collaborations.

Alongside the brand’s main lines, the new store will carry premium collections including Y-3, Willy Chavarria, Bad Bunny, Jellyfish by Pharrell Williams and Song for the Mute, with the ambition to become a point of reference for sneaker culture and contemporary fashion.

In the same vein, the concept inside was to turn the retail space into a cultural hub where the company ethos meets the local culture.

“We want this space to be much more than a store: a place where product, creativity and community come together, helping strengthen the connection between Adidas Originals and the cities that continue to inspire its evolution,” said Alessandra Furia, senior director brand, Adidas Italy .

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