Giant Shoebox Doubles as Adidas Pop-Up Shop
By Don Ferguson on Sunday, February 2, 2014
Commemorating a very successful 50 years for a brand’s most iconic product, Adidas have opened the lid on a giant shoebox style pop-up shop in East London’s Old Truman Brewery.
Built as a scaled-up version of the cardboard home of the famous Stan Smith footwear – named after the 70’s American tennis legend – the transient store is somewhat unsurprisingly home to a range of limited edition trainers, however the experience has been augmented with a range of 3D printers to customise their shoes to each customers specifications.
What’s more, previewing for the first time is the ‘Stan Yourself’ app, allowing users to quite literally put their own stamp – offering the opportunity to replace Stan’s smiling face and handwriting with their own portrait and signature.
Although standard pop-up shops are a tad ubiquitous these days in the world of PR, the fact that a wealthy world-brand like Adidas have pumped a good slug of marketing budget into engendering customer engagement – the current footfall to the Truman Brewery seems to suggest that the concept is still one that chimes with consumers.
Arguably one of the more simplistic campaigns in terms of the actual idea, it has been expertly executed. However, what the aim of it in terms of PR remains unclear – whether it’s one that will generate endless column inches (my guess is not, due to blatant/unavoidable Adidas branding), it will undoubtedly create mass social buzz using #StanSmith among the thousands of hardcore shoe fans both in the UK and worldwide
What’s more, with over 40 million pairs of Stan Smith’s sold worldwide; it remains the best-selling trainer in the history of the brand and owned by countless Adidas aficionados– something they are no doubt counting on helping to fuel further interest online.
