Staging big launch events requires prime locations so immersive retail space Future Stores London was chosen for a key activation over the weekend that saw fashion footwear retailer Office and sports giant Adidas join forces to relaunch the Superstars Range.
In a “monochrome marketing marvel” setting, the London Oxford Street space hosted “the UK’s biggest sneaker event”, with the immersive three-day presentation “attracting thousands of visitors in-person, while hundreds of thousands more follow on social media”.
A “mainstay of street fashion for 50 years”, the black and white shell-toed shoe has been relaunched and reworked for the 21st century, with Future Stores’ two-floor 4,682 sq ft site creating a range of black and white-themed consumer touchpoints “to honour the brand’s esteemed heritage and showcase the updated trainer range”.
The main event featured a series of ‘public participation’ areas and shoppable moments while key areas included a fit wall and try-on zone, basketball games and 3-D figurines, plus clothing rails, display units and mirrors specially-designed in the brand’s signature glossy black and white style.
It also included a dedicated photobooth that presented every guest with a branded printout, complete with messaging on the back prompting them to shop their next pair of Superstars while one in every 100 prints revealed a winning message awarding the holder a free pair of Superstars.
Adidas retail director of marketing for North Europe, Amanda Davenport, said: “The Superstar is back, reimagined, re-energised, and stepping into the world of high-end fashion. Taking over Oxford Street with Future Stores created an unmissable event that places the iconic silhouette at the centre of London’s fashion conversation.”
Kate Hardcastle, Global Consumer Insight, Future Stores, added: “Consumers are no longer satisfied with a product sitting quietly on a shelf, they want a story, an experience, and a moment they can share and own. That’s why heritage designs like the Superstar continue to resonate: they carry cultural weight.
“By relaunching it in a way that fuses nostalgia with immersive retail theatre, Adidas and Office are showing how to re-energise an icon for a new generation of shoppers who expect connection, not just consumption.”
