Two big sports names came together this week to open an unusual (and brief) pop-up to “celebrate London’s vibrant culture”.

Adidas Originals and retailer JD Sports unveiled ‘Campus Stores’, for just one day late this week with the ‘corner shop’ on the West End’s Eastcastle Street paying particular homage to the Adidas’s heritage Campus 00s silhouette and, of course, “its influence on skateboarding, basketball, and music”.

The temporary store immersed visitors in Campus 00s style, offering the chance to pick up a fresh pair of Campus 00s, enter the store’s Campus Lotto to win Originals items, and “browse the corner shop while customising new kicks”.

A select number of fans secured their invitations through the Adidas Confirmed app and were treated to unique corner shop items including ‘Campus Crunch’ cereal, Adidas Originals chocolate bars, and an all-you-can-take pick-and-mix lace stations, as well as other ‘offie-essentials’. 

It all underlines the impact that very temporary physical activations can have and also the importance of an app with Adidas being one of many brands that offers consumers exclusives via this channel.

“From its beginnings on the basketball courts in the 1970s to its rise as a hip-hop staple in the 1980s, the Adidas Campus has continually bridged the gap between performance wear and street style. The legacy of the Campus lives on, seamlessly blending skate culture with fashion, and remaining a timeless icon for today’s generation”, Adidas said at the London launch.

Late last year, Adidas Originals unveiled a new visual direction and global brand platform, “paying homage to the many people — including athletes and cultural pioneers — who’ve sported its Trefoil logo since it was first introduced over 50 years ago”.
 
Under the strapline ‘We Gave the World an Original. You Gave Us a Thousand Back’, it said the Trefoil “returns with a new chapter”.