THEY are arguably the most iconic trainers of all time – and now the celebrated adidas Superstar range is being relaunched in conjunction with OFFICE, the fashion footwear specialist appropriately at one of the globe’s most modern retail activation venue, London’s Future Stores.
Taking place from August 21 to 24, the spectacular immersive event dominated London’s Oxford Street, with thousands of visitors attending in-person, while hundreds of thousands more follow on social media.
Mainstay of Street Fashion
The celebrated black and white shell-toe shoe has been a mainstay of street fashion for 50 years and sneaker giant adidas has chosen to relaunch the reworked 21st century range at Future Stores, famed as the world’s most advanced retail space.
The two-floor 4,682sq ft building, which spans a whole Oxford Street block, is being transformed into a monochrome marketing marvel, offering a range of black and white themed consumer touchpoints, to honour the brand’s esteemed heritage and showcase the updated trainer range.
Amanda Davenport – Director of Marketing, Activations and Consumer Journey for adidas’ Retail across North Europe, 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.”
VIP LAUNCH
The event, held in conjunction with British street footwear retailer OFFICE, kicked off on August 21 with a VIP launch night, with guest passes issued to 150 hand-selected members of the media, influencer community and celebrities.
Guests were immersed in the monochrome world of the Superstar, with elevated food and drink offerings including custom cocktails, gourmet black burgers and branded donuts served throughout the space. Entertainment included a live DJ set and a special performance from an emerging artist, while each guest left with an exclusive gift bag featuring a limited-edition tote, Firebird tracksuit and Superstar socks.
INTERACTIVE BRAND EXPERIENCE
From August 22 to August 24, the brand experience opened to the public, featuring a series of ‘public participation’ areas and shoppable moments. With the entire interactive event carefully curated to guide visitors through the brand’s DNA, key areas include 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 clean glossy black and white style.
Customers were also treated to branded gumball machines, trefoil macarons and a slushy station offering branded monochrome food and drink. For visitors choosing to buy Superstars during their visit, there is even a customisation station plus shoe charms allowing visitors to create a truly bespoke item, only available at this event.
Finally, to enhance the social media experience and ensure online activity, each visitor was encouraged to visit the dedicated photobooth and every guest left the booth with a branded print-out, complete with messaging on the back prompting them to shop their next pair of Superstars. As a brand thank you, one in every 100 prints will reveal a winning message awarding the holder a free pair of Superstars.
Integrated creative agency IMA partnered with adidas to bring the vision of the Superstar Store to life – leading the creative concept, production, and build to deliver an immersive experience that connects fashion, culture, and community.
Throughout the event, Future Store’s striking 360° LED screens will offer a powerful canvas, flooding the famed shopping street with bold black-and-white campaign visuals, fully immersing guests in the world of the Superstar.
Launched in October 2024, Future Stores is a world first in retailing, providing a £20m gallery-quality retail space combined with the latest in immersive experience sound and visuals plus rich data tracking technology.
It is designed to allow brands to access the footfall of Europe’s busiest shopping street as well as providing state-of-the-art graphic screens to effectively amplify their story. Carefully selected organisations can hire the space for up to four weeks at a time, allowing them to disrupt their standard omnichannel offerings and reach a wider and more diverse audience.
Kate Hardcastle, global consumer insight, Future Stores said: “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
