adidas, mind the gap!

Talking again about “odd couples”, the latest adidas Originals’collaboration is as brilliant as unexpected.

In order to celebrate the 15th anniversary of the Oyster card, Transport for London (TfL for short) teamed up with the sportswear giant for a 1500 limited edition pieces of trainers that, we bet, will be sold out in few hours.

The collab is called the “Oyster Club Pack” and consists of three models designed to tell a specific story from TfL’s history. The ZX500 RM is inspired by vintage advertising posters found in abandoned train stations. The Continental 80 pays homage to the first ever Underground line in the world, known today as the Metropolitan line. The Temper Run highlights the 15th anniversary of the Oyster Card.
For each model, only 500 pairs will be available.
In addition, each pair of sneakers will come with a free Oyster Card loaded with £80 (which is the exact cost of the sneakers) and a co-branded leather card holder.

This collaboration is a perfect celebration of a transport network rich of history, amazing places and with an efficient payment system, able to manage millions of people moving across the city every day. But this is also a great communication move for both brands. Adidas x TfL limited edition is not just a high-end merchandising offered by TfL to its customers, adidas Original will also greatly benefit from this collaboration.
The London tube and the red double-decker bus are indeed iconic institutions, and the TfL logo is recognize all over the world, it’s what we would define a “love brand”. It’s the symbol of people moving, rushing to catch the train, to get on time to work or to get back home soon, and the right shoes it’s sometime essential to avoid any “sliding doors'” effect.

Set to go on sale tomorrow, October 27, the capsule collection will be available to the Adidas Originals stores in London at Fouberts Place and Hanbury Street, as well as select retailers.

About Ambra Farioli

Researcher and innovator, founder of Brand Licensing Studio, a creative consultancy agency specialized in licensing, branding, art, heritage brands, and content marketing...