Unbound Edition. Meaningful conversations about brand, from Davis Brand Capital.

Adidas’s $600-a-year Subscription for Workout Clothes is Testing the Limits of a Big Shopping Trend

Whatever your shopping preferences, it seems these days that there’s a subscription box to cater to them. Birchbox, which peddles a monthly box of curated beauty samples, was an early player in a trendy format that has grown to include everything from healthy snacks to pet treats to proudly nerdy selections of action figures and other collectibles. There’s even one called BattlBox that peddles survival and tactical gear. (“This is NOT your girlfriend’s box!” the website declares.)

And now Adidas is a player in the subscription-box game, having joined with the hope that the move will help it appeal to female shoppers — and in doing so grab back market share from high-flying rivals Nike and Under Armour.

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