Indigo Partners with adidas to Bring Apparel into Stores [Interview/Photos]

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Indigo and adidas Canada are partnering to bring select apparel from the adidas brand to Indigo stores across the country. 

Alim Dhanji

“Sport and wellness is at the heart of everything we do at adidas,” said Alim Dhanji, President of adidas Canada. “We’re excited to join forces with another brand as passionate about helping Canadians embrace wellness as we are. Together with Indigo, we’ll bring our shared vision to life – and give Canadians the opportunity to experience adidas in a way they haven’t before.”

Signature and exclusive adidas apparel are available at both and select Indigo stores, including CF Toronto Eaton Centre, CF Sherway Gardens, Bay & Bloor (Manulife Centre), Yorkdale, Robson Street (Vancouver) and Place Montreal Trust.

adidas / Indigo at CF Toronto Eaton Centre (Image: Dustin Fuhs)
adidas / Indigo at CF Toronto Eaton Centre (Image: Dustin Fuhs)

“I’ve always admired Indigo’s retail experiences and they’ve been very thoughtful in the way they curate their products. Over time it’s become much more than a bookstore. It’s been entering the wellness space. That caught my eye,” said Dhanji. “When I sat down with Peter Ruis (CEO at Indigo) and we talked about it, there was so much more that we shared in terms of our mindset and our passion for helping Canadians really embrace wellness.

“Right from our very first conversation, we were thinking about ideas that came very naturally. So we took that to more conversations between our two teams and we’re really excited about how we can bring our curated products from adidas to more Canadians across Indigo.

“They also have over 200 touchpoints across Canada. They have a very broad distribution network and that gives us an opportunity to bring more adidas products to Canadians right across the nation.”

Indigo becomes the first and only third-party retailer across Canada to carry the adidas LEGO kids’ collection. The LEGO kids’ collection reflects both LEGO and adidas’ colourful and inventive spirit and aims to foster a more playful, positive, and inclusive world for children.

adidas / Indigo at CF Toronto Eaton Centre (Image: Dustin Fuhs)

In addition, adidas joins Indigo’s community of wellness brands, offering products from the adidas women’s studio and loungewear collections. Canadians can expect to see everything from yoga pants to after-workout essentials available both in store and at

“We have dedicated areas that mirror a shop in shop type of experience. Depending on how much space we have available we can have an opportunity for our brand to be experienced but also have our product,” said Dhanji. 

“We’re creating this space and we’re seeing how that performs over the next little while before we start to expand into more Indigo stores. We’re both quite excited about further expansion and they’ve got a fantastic membership, a very engaged membership platform with Plum and that gives us an opportunity for us to again further enhance and give omni-channel experience to our consumers and theirs.”

adidas / Indigo at CF Toronto Eaton Centre (Image: Dustin Fuhs)

Indigo and adidas will also host a series of in-store events and activations. The first, in November, is focused on kids, and includes an interactive experience perfect for both adults and children. The events are available at no charge and open to everyone who visits the store. Indigo and adidas will be announcing event dates and details in the coming weeks via their social channels.

Peter Ruis

“Indigo is on a mission to help our customers live their life, on purpose – on their own terms. Our expanding assortment is intentionally curated to help customers pursue their passions, at any age, and to connect customers to what matters most to them.” said Peter Ruis, Chief Executive Officer at Indigo, in a statement.

 “Now more than ever, Canadians are prioritizing their overall wellbeing and are investing in products that align with their lifestyle and conscience, which is what makes this partnership so perfect for the Indigo customer.”

Adidas / Indigo event programming at CF Toronto Eaton Centre (Image: Dustin Fuhs)
Adidas / Indigo event programming at CF Toronto Eaton Centre (Image: Dustin Fuhs)

Dhanji said adidas has had long-standing relationships with other retailers such as SportChek, Foot Locker and Holt Renfrew.

“Indigo is a new customer of ours. What really excited me I guess when I got the idea first was when Peter told me that Indigo they’re the largest distributor of LEGO. I didn’t know that,” he said.

“So we’re the only sporting clothing company, apparel and footwear company, that offers the LEGO collaboration and to me that was a solid match right away. While it may be somewhat unconventional for a sportswear company to show up at Indigo, in fact, the more we talked about it the alignment on mindset with regards to promoting wellness, the alignment with the LEGO collection and they’re increasingly offering a more curated range for wellness into women’s wear particularly around yoga and loungewear, it was so natural for us to join forces.”

adidas x Indigo at CF Toronto Eaton Centre (Image: Dustin Fuhs)
adidas x Indigo at CF Toronto Eaton Centre (Image: Dustin Fuhs)
adidas x Indigo at CF Toronto Eaton Centre (Image: Dustin Fuhs)
adidas x Indigo at CF Toronto Eaton Centre (Image: Dustin Fuhs)
adidas x Indigo at CF Toronto Eaton Centre (Image: Dustin Fuhs)

Article Author

Mario Toneguzzi
Mario Toneguzzi
Mario Toneguzzi, based in Calgary, has more than 40 years experience as a daily newspaper writer, columnist, and editor. He worked for 35 years at the Calgary Herald covering sports, crime, politics, health, faith, city and breaking news, and business. He is the Senior News Editor with Retail Insider in addition to working as a freelance writer and consultant in communications and media relations/training.

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