Early in April Adidas Sport Style Division opened an SLVR boutique in central Bangkok to purvey goods bearing the new label, which is intended to add designer flair to the footwear firm's sports-related image. Timo Pape, director of sport style for Asia Pacific at Adidas Sourcing Ltd, said that SLVR is a pure fashion label that will help the firm enter new market segments, particularly that one encompassing well-heeled consumers 25-35 who are seeking sophisticated sportswear. Michael Binger, managing director for Southeast Asia at Adidas of Singapore, expressed the firm's hope of getting into the young adult market where value and uniqueness are the consumers' targets. After the Bangkok opening will come Singapore, Seoul and a city in Japan; Beijing is already fixed up.
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