Adidas imagines The Future of Sport at the new LDN flagship store on Oxford Street

Adidas brought together a star-studded cast from across sport and culture to imagine the ‘Future of Sport’ at the new adidas LDN flagship store. As a home of creativity, digital innovation and unique curated shopper experiences, adidas has raised the bar for London’s retail and provided the perfect backdrop to look in to the future.

The day kicked off at the four-floor flagship with David Beckham bringing the ‘Bring It To Me’ adidas app feature to life. Unsuspecting consumers who were using the digital innovation to shop his UltraBOOST19 design, were shocked to see David personally bringing their product to them.

David Beckham commented: “It was great to come to the new adidas LDN store today to surprise some shoppers using the ‘Bring It To Me’ app feature. The scale of the store, and the interactivity for customers, really is impressive. It feels like the future.”

Adidas then welcomed athletes, musicians and London creators to imagine the ‘Future of Sport’. A huge roster of stars came together for the event and included professional gamer Ninja, who spoke of how the worlds of digital and physical sport are colliding, whilst Maya Jama, Jessica Ennis-Hill, Vivianne Miedema, Bianca Walkden, and Shauna Coxsey, encouraged inspiring conversation around the Future of Women’s Sport. Blondey McCoy with Gary Aspden were then tasked with envisioning where streetwear will be going next alongside talks from adidas designers.

Showcasing the brand’s legacy within sport Eric Liedtke, Executive Board Member at adidas responsible for Global Brands, led the conversation exploring how sport has and will continue to change lives. adidas Running Creative Director Sam Handy and designer Alex Unger presented the ongoing moves adidas are making towards a more sustainable future with unique product stories unveiled including the FUTURECRAFT LOOP GEN2, a 100% recyclable high-performance running shoe.

Earlier this year adidas announced the partnership with gaming superstar Ninja, who joined the event to talk about the ‘Future of Gaming’ and commented: “The physical and digital sporting worlds are blending, both of which require focus and dedication to master the craft. Sport offers endless opportunities and the broad topics discussed at tonight’s event demonstrate that there are no barriers for creators to push themselves and achieve their best.”

Adidas also brought together leading sportswomen from across multiple disciplines to discuss the game changing moments in their careers and how to inspire future athletes. Arsenal Women’s superstar Vivianne Miedema commented: “I have grown up with sport being part of my everyday life since a young age, giving me the drive to pursue it as a professional career. It is encouraging to see that the interest, visibility and conversation around women’s sport is continuing to grow, and for young girls growing up it’s an exciting time for them to see more female role models and realms of sports that could inspire the next generation of professional athletes.”

The adidas LDN store boasts over 100 digital touchpoints – all 100% powered by green energy. Each innovation has been designed with a clear focus on improving consumer experience or inspiring creativity from its visitors.


For the latest on the new store please visit and find out the latest calendar of events, opening times and more.