Move over Nike Londoner, adidas is getting to the heart of what everyone who lives and works in the Big Smoke really cares about… public transport. And we’re not even joking – whether it’s Northern Line delays, Central Line overheating, the prophesied (but yet to materialise) arrival of the Elizabeth Line or the joys of riding at the front of the DLR, transport is up there with weather when it comes to go-to small talk topics for Londoners.
That’s why the sports brand’s collaboration with Transport for London (TfL) has been so popular. Following last month’s launch
of three limited edition sneaker designs, the brand has extended the collaboration, revealing ten more designs. There’s a series of six ‘Continental’ style shoes, with each style featuring two of the twelve Underground Lines. And a further four designs have been launched to celebrate TfL’s upcoming new route, The Elizabeth Line. Named after Queen Elizabeth II, the Lizzie Line will be signified with the Queen’s favourite periwinkle purple – so expect lots of purple and gold.
The new designs were revealed last night at a party in London’s Charing Cross tube station, where the brand took over an abandoned part of the station.
The launch also coincides with a huge campaign from TBWA\London that also has a strong local flavour.
It’s not the first time that adidas has collaborated with a local transport network. It isn't the first time adidas has teamed up with a city's transport board - last year saw it collaborate with Berliner Verkehrsbetriebe (BVG) in Germany to create a shoe with a travel card built in. Jung Von Matt won the ADCE 2018 Grand Prix for the project