Originals store opens for the first time in the Middle East

"We are thrilled to introduce the first adidas Originals store in the Middle East to Dubai, which is undoubtedly the region's most trend-conscious city with a growing number of free-spirited individuals," said Juraj Stiksa, Sales Director, adidas Emerging Markets. "Our store will offer these consumers an intimate buying experience. The store breathes authenticity and will give shoppers the freedom to discover rather than just observe the products."

Forming part of the Sport Heritage Division, the inspiring brand is represented by the Missy Elliot, Safety, Freizeit, Sleek, Ali by adidas and Porsche Design collections for the Spring/Summer 2007 season and represents a true fusion of sport authenticity and global street style.

Simply put, adidas Originals, like today's performance products were once idolised, but have undergone the evolution of adaptation via different youth cultures to be revealed as status symbol street wear. Products once innovative have been re-designed and re-introduced as classic and authentic and in celebrating history they are also relevant tomorrow.

The Sport Heritage Division makes its first foray into the Middle East with its flagship store at Dubai Festival City. Global stores have been strategically positioned in some of the world's leading metropolitan cities, including New York, Tokyo, London, Hong Kong, Berlin, Milan and Moscow, among others.

Represented worldwide by the trefoil logo, first introduced in 1972, adidas Originals continues to inspire individuals to express themselves in their own unique way.

The adidas Originals store is now open at the Waterfront Centre, Dubai Festival City.