The Mall at Bay Plaza in Baychester hosted the grand opening of its new Adidas store last week — the first one to take shape in the Bronx.
According to a report from Yahoo News, the brand new Bronx Adidas location includes a digital footwear wall so customers can search for products online, as well as other service areas for shoppers.
LaNiece Douglas, the Adidas vice president of retail in North America, told Yahoo in a statement that the company is “thrilled” to open its newest store in the Bronx.
“This is an important one for us in our key city New York,” she said. “We can’t wait to welcome everyone and really see it come to life.”
Last Thursday the Mall at Bay Plaza tweeted to encourage shoppers to come by the new location.
Today is the day! Stop by our NEW @Adidas location! Comment below if you are stopping by! 👟#newstore #grandopening #seeyouthere #commentbelow #bayplaza #mallatbayplaza pic.twitter.com/yTTWLzELi2
— Mall at Bay Plaza (@mallatbayplaza) February 23, 2023
Adidas began as a small sportswear startup in Bavaria, Germany. Adi Dassler — who founded the company in 1949 — wanted to “provide athletes with the best possible equipment,” according to the website. Now, Adidas operates out of 314 locations across 50 countries.
The brand faced scrutiny last fall over its partnership with Ye, formerly known as Kanye West, in the aftermath of a series of antisemitic comments made by the artist on social media and Fox News. Adidas announced it would discontinue its production of Yeezy products in October, which the company said would cause a negative financial impact of up to €250 million — or nearly $265 million.
The controversy also renewed criticism over the founding of the sportswear company itself — which, according to reporting by NPR, was started by brothers Adi and Rudi Dassler, who were members of the Nazi party toward the end of World War II. After a falling out between the two, Rudi went on to form…
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