Adidas has reintroduced its celebrated Superstar trainer range in collaboration with fashion footwear specialist OFFICE, staging the relaunch at London’s pioneering Future Stores on Oxford Street. The immersive activation ran from 21 to 24 August, drawing significant in-person attendance and wide social media engagement.
The iconic black‑and‑white shell‑toe shoe, a fixture of street fashion for 50 years, was showcased within what is known as the world’s most advanced retail space. The two‑floor 4,682 sq ft venue spanning a full Oxford Street block was transformed into a monochrome showcase of the brand’s enduring identity and modern reinterpretation of the Superstar.
Amanda Davenport, Director of Marketing, Activations and Consumer Journey for adidas’ Retail across North Europe, commented:
“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.”
The event began on 21 August with a VIP launch night featuring 150 invited guests across media, influencers, and celebrities. Attendees were immersed in a monochrome setting enhanced with elevated catering—custom cocktails, gourmet black burgers, branded doughnuts—live DJ entertainment and a performance by an emerging artist. Each guest also received a gift bag containing a limited‑edition tote, Firebird tracksuit, and Superstar socks.
Following the VIP opening, the experience opened to the public from 22 to 24 August, offering interactive installations such as a fit‑wall try‑on zone, basketball games, 3‑D figurines, purpose‑designed display units and mirrors, plus monochrome fashion rails. Visitors also encountered branded gumball machines, Trefoil‑logo macarons, a slushy station, and a customisation station for trainers, complete with shoe charms to create bespoke designs exclusive to the event. A photobooth encouraged social sharing, with print‑outs featuring a prompt to shop for another pair of Superstars, and one in every 100 prints included a winning message for a free pair.
IMA partnered with adidas to execute the concept, creative production, and physical build for the immersive activation. Throughout the event, the venue’s 360° LED screens broadcast bold black‑and‑white campaign visuals, fully immersing attendees in the Superstar universe.
Future Stores, launched in October 2024, is presented as a world‑first retail format: a £20 million gallery‑quality space combining immersive visuals, sound, and data tracking, situated on Europe’s busiest shopping thoroughfare. The venue is available for hire by selected organisations seeking to amplify their omnichannel presence in a distinctive experiential format.
Kate Hardcastle, Global Consumer Insight at 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 to re‑energise an icon for a new generation of shoppers who expect connection, not just consumption. For anyone who wants to understand the future of consumer marketing, this is the activation you need to attend.”
