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Adidas's newest marketing tactic is targeting a very specific niche: the fitness fanatic who loves to be surprised.
The brand is getting into subscription boxes with Avenue A, a shipment that will land in customers' mailboxes once a quarter with shoes, clothes, and workout gear. It costs $150 per box, and will include three items, some which are limited-edition. Beyond that, the box's contents are a mystery.
Adidas’s category director for running Chris Brewer told the Washington Post that the feedback he's hearing from women about the box is positive. "We want serendipity. We want surprise and delight," he said.
But still, that's $600 a year to shell out for surprise Adidas outfits. The Post wonders if this is the outer limits of the subscription box trend. "With Avenue A, Adidas is asking shoppers to incur both a fairly high risk and a fairly high cost," Sarah Halzack writes.
This is part of a larger push by Adidas to sell more women's fitness apparel. Adidas recently recruited models, It girls, and tennis pros like Karlie Kloss, Hannah Bronfman, and Ana Ivanovic for a new series of commercials with an "I’m Here to Create" theme.
The brand also posted a video showing what kind of haul subscribers can expect from Avenue A's boxes. Now if only the box had Yeezys in it. Check out the video below.