“Adidas Originals is a movement that celebrates self-expression and creativity”

For five months, Sergio Camacho has been the CEO of the Fair Play Group and is responsible for leading, organizing, coordinating and supervising the commercial, administrative and operational activities of the group, which recently opened an Adidas Originals store.

How does Adidas Originals arrive in the country?

Adidas Originals is more than just a product line brand of the iconic Adidas brand; This line is a symbol of style, culture and authenticity. Adidas Originals pays tribute to the brand’s rich heritage, fusing classic design with contemporary influences. From the legendary Superstar sneakers to the iconic three stripes, the brand has captured the essence of streetwear and urban culture. It has become a reference in the world of sports and fashion, collaborating with artists, designers and creatives who have helped define trends. Adidas Originals doesn’t just represent products; is a movement that celebrates self-expression and creativity in every step.

The Fair Play Group has a relationship of more than 30 years with Adidas. As Official Distributors of the brand in the country, we had the opportunity to have Adidas Originals as a new addition to our brand portfolio. For the Fair Play Group it is a great achievement. A couple of years ago, conversations began with the brand so that we would have an established deadline for arrival in the country and as we see now, it is a reality.

What does the opening of the Adidas Originals store mean for the Fair Play Group?

The project started a year ago with the definitions of the product portfolio, the brand introduction strategy, product purchases, architectural guidelines, furniture, among others. By having international guidelines, coordination with the brand is intensive and constant. Today, we see the results of this effort with the first store in Ventura Mall.

Are there plans to open more Adidas Originals stores in Bolivia?

By agreement with the brand we are establishing this first store. There are many things we have to understand about what Adidas Originals is worldwide and what it represents within the Bolivian market. We have an expansion plan in the trunk axis. Currently, we have an Adidas store in La Paz, but in a performance format, so we hope to soon arrive with this new concept in the wonder city and, in the future, also with Cochabamba.

What kind of experience do customers have in the store?

The objective is that the attention at the point of sale is very personalized, we seek that consumers can reflect their style and thus the team guides them more precisely, for example: the type of colors, collaborative sneakers or accessories to complement the outfit. Being a brand with many campaigns and collaborations, we will always be in constant communication through events and activations to transmit and live a unique experience.

Something that characterizes the design of the store is the highlighting of concrete and metal, since what Adidas Originals seeks is to give greater emphasis to making the product stand out. At the same time, the exhibition comes by color palettes, since, for example, if you have a favorite color, you could identify it and go directly to see the collection available in the established spaces.

The opening of this first Adidas Originals store was accompanied by collaborations with Yeezy, the emblematic brand created by the American rapper and designer Kanye West. At the same time, with Bad Bunny, something that stands out is the limited stock for sale to maintain greater exclusivity.

How important is feedback with consumers?

The feedback has been very positive. In these first weeks of opening, customers told us that the brand was needed in the country and that expectations have been exceeded both in the customer service experience and also in the presentation of products. Something to highlight is that people have felt very identified with the available collections and we have already had certain recommendations for the arrival of more specific products and, above all, something that is on trend, which is a theme that greatly characterizes Adidas Originals. .

Due to the current situation, what challenges did you face to open the store?

We face the need to educate consumers about the importance of purchasing original and quality products, in the face of the growing supply of contraband and replica products. In addition, the global economic and logistics scenario has increased import costs and times, which prompted us to optimize our supply chain. We committed to offering an authentic experience that connects consumers with the spirit of the Adidas Originals brand, despite these challenges, we proudly achieved it.

How is the Fair Play Group’s business culture reflected in the store?

As the Fair Play Group is the leader in the distribution and marketing of sports and fashion brands in Bolivia, as part of our business culture it is to continue with the commitment to innovation and quality in each of our products, always with the support of the brands. With the opening of Adidas Originals, the group reaffirms its mission to bring the best of fashion and sports to the Bolivian community.

Taking into account that you are a benchmark in the sector, how do you envision the future of retail?

The future of retail is marked by the need to create authentic connections with the customer. More than ever, stores are becoming spaces where people not only shop, but also experience and live the essence of the brand. Our goal is to offer an experience that resonates with the lifestyle of our customers, who are increasingly demanding in terms of the quality, originality and sustainability of the products they purchase.