Adidas Opens Soho Special Events Space to Promote New Sneakers


Inside the Adidas special events space.
Inside the Adidas special events space (Adidas).

Adidas, the multinational athletic store featuring footwear and sports gear, has opened a temporary storefront for special events in Soho next to its retail store to promote its new customizable shoe and new phone app, according to Newmark Grubb Knight Frank.

The recently-opened space includes 2,500 square feet at 138 Wooster Street, adjacent to Adidas’ permanent retail store at 136 Wooster Street.

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Adidas’ website notes the new app it is actively promoting through the pop-up store permits users to apply personal photographs onto the ZX FLUX, an Adidas shoe model.

“The ZXFLUX experience celebrates the much anticipated #mizxflux app and all things ZXFLUX,” the website says.

A giant sneaker (about the size of a small car) constructed off-site is featured at the store. A set of changing images are being projected onto the sneaker. Multiple sneakers are also displayed around the space, with images projected onto these as well.

There are also sneakers displayed on clear shelves around the room that do not have images projected onto them.

The company hopes the new space evokes a similar feeling to an art gallery, where there are multiple installations for people to interact with and admire.

The rent was not immediately disclosed.

Newmark Grubb Knight Frank Retail’s Ross Kaplan and Kate Cohen represented Kamp Grizzly, a third-party promotional company that was hired by Adidas for various promotions through the NBA All-Star Weekend in late February. Aurora Capital, which owns the property at 138 Wooster Street, represented itself.