Adidas continues women's push with pop-up workout space in East London

Adidas: new workout space in East London is designed for women
Adidas: new workout space in East London is designed for women

Adidas has opened a pop-up workout space in Victoria Park in East London called the X.

The X-shaped tent stands in the centre of the East London park and is open for 10 days from 18 February, offering different kinds of training to women of all fitness and abiility levels.

Adidas will also be offering runs, fitness classes, Q&A sessions with brand experts, nutrition advice and supper clubs. Victoria Park's running track will also be lit up for late-night events.

The idea is to push Adidas' new running shoe for women, the PureBoost X, and bolster the brand's standing with female athletics. The brand recently hired the former chief executive of Lululemon, Chrstine Day, as an adviser to its womenswear division.

It's also championing female athletes in its latest campaign, 'I'm here to create'.

Brand: Adidas

Agency: Mcgarrybowen

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com, plus get exclusive discounts to Campaign events.

Become a subscriber

GET YOUR CAMPAIGN DAILY FIX

Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free