#adidasunderground: Rollapaluza Competition - Day 1

As droves of tourists and travelers begin to descend on London for the 2012 Olympics, a decidedly

Sports
137 Hypes 0 Comments

As droves of tourists and travelers begin to descend on London for the 2012 Olympics, a decidedly different route is being taken by adidas that offers something for those who perhaps are locals or are just in search of something a bit more organic. Less “sponsored” or overtly branded in favor of simply facilitating, the crew from adidas have transformed an unassuming warehouse space within the Shoreditch area of London as a means to play host to both locals and travelers looking for a nice change of pace from the other chaos that has hit the city. With stripped down walls, custom metal paneling, a wheat-pasted entrance, DJ booth, and six HD projectors to paint the expansive wall space, the environment created blends the lines between industrial and chic with an effortlessness that makes it hard to believe that only two weeks ago the room was literally and figuratively, an empty canvas.

While athletes are right at this moment prepping for various games, a unique competition began to take shape last night in Shoreditch, as the #adidasunderground-hosted event kicked off a bout of two-week-long festivities with a little bit of Rollapaluza Roller Racing madness. As the aptly-titled moniker implies, Rollapaluza pits two stationary bicyclists together in a head-to-head round to see who is the fastest. With plenty of drinks to go around, music turned up, and no shortage of cycling camaraderie, the first day of #adidasunderground has set a good trajectory for what can be expected from the ongoing events. Check out the stills above and the video below and of course, stay tuned for more as HYPEBEAST tracks the events from the ongoing #adidasunderground.

Photography: Harleymoon Kemp/HYPEBEAST

Read Full Article

What to Read Next

Everything We Know So Far About YEEZY Day 2022
Footwear

Everything We Know So Far About YEEZY Day 2022

Ye’s annual footwear event is going to be packed with high heat restocks and striking newcomers.

Ye Accuses adidas of Implementing YEEZY Day Without His Approval
Footwear

Ye Accuses adidas of Implementing YEEZY Day Without His Approval

He also claims that the Three Stripes picked colorways, hired team members and lied about production capacity.

adidas Reveals 11 Collegiate UltraBOOST 1.0 Colorways
Footwear

adidas Reveals 11 Collegiate UltraBOOST 1.0 Colorways

With each pair featuring thematic webbing strips.


Adidas NMD_S1 "Triple Black" Receives Release Date
Footwear

Adidas NMD_S1 "Triple Black" Receives Release Date

Dressed in “Core Black” hues.

Burkman Bros. 2012 Fall/Winter Lookbook
Fashion

Burkman Bros. 2012 Fall/Winter Lookbook

Designers Doug and Ben Burkman got their start creating for clothing giant GAP, before setting out

Domo Genesis & The Alchemist - No Idols (Artwork & Tracklist)
Music 

Domo Genesis & The Alchemist - No Idols (Artwork & Tracklist)

While we thought we had the official artwork for the upcoming collaboration album No Idols from

visvim 2012 Fall/Winter GRIZZLY BOOTS MID-FOLK *F.I.L. EXCLUSIVE
Footwear Fashion

visvim 2012 Fall/Winter GRIZZLY BOOTS MID-FOLK *F.I.L. EXCLUSIVE

Despite being a decidedly fashion-forward urban design house, Japanese label visvim brings a unique

The Sartorialist: Closer by Scott Schuman
Art

The Sartorialist: Closer by Scott Schuman

The photographs of Scott Schuman helped inspired a whole new phenomenon of street fashion blogging

Wiz Khalifa featuring Project Pat - Still Got It
Music 

Wiz Khalifa featuring Project Pat - Still Got It

Over the past couple of years, Three 6 Mafia frontman Juicy J and Wiz Khalifa have formed a close


Tyler, the Creator, Earl Sweatshirt & Domo Genesis - H.A.M. (Sandwich) (Hot 97 Freestyle)
Music 

Tyler, the Creator, Earl Sweatshirt & Domo Genesis - H.A.M. (Sandwich) (Hot 97 Freestyle)

It looks like Odd Future’s recent freestyle session at Terry Richardson’s studio has carried over

Iggy Azalea - Glory (FreEP)
Music 

Iggy Azalea - Glory (FreEP)

With a couple of tracks already making their way onto the net, and a video for “Murda Bizness”

Frank Ocean - Thinking About You (Ryan Hemsworth Bootleg)
Music 

Frank Ocean - Thinking About You (Ryan Hemsworth Bootleg)

A few weeks ago Canadian producer Ryan Hemsworth released his remix of Future’s track “Turn On The

Vans California 2012 Fall Madero CA 'Tweed Blend' Sneakers
Footwear Fashion

Vans California 2012 Fall Madero CA 'Tweed Blend' Sneakers

Prepping for the fall, sneaker mainstay Vans presents the Madero CA “Tweed Blend.” This dapper take

Pyramid Vritra featuring Frisco (Syd Tha Kyd) - Drain
Music 

Pyramid Vritra featuring Frisco (Syd Tha Kyd) - Drain

Odd Future affiliate Pyramid Vritra, aka Hal Williams, shares some new visuals for his track titled

More ▾
 
Subscribe to our Newsletter

Gain access to exclusive interviews with industry creatives, think pieces, trend forecasts, guides and more.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Looks like you’re using an ad-blocker

We charge advertisers instead of our readers. Support us by whitelisting our site.

Whitelist Us

How to Whitelist Us

screenshot
  1. Click the AdBlock icon in the browser extension area in the upper right-hand corner.
  2. Under “Pause on this site” click “Always”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlock Plus icon in the browser extension area in the upper right-hand corner.
  2. Block ads on – This website” switch off the toggle to turn it from blue to gray.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlocker Ultimate icon in the browser extension area in the upper right-hand corner.
  2. Switch off the toggle to turn it from “Enabled on this site” to “Disabled on this site”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the Ghostery icon in the browser extension area in the upper right-hand corner.
  2. Click on the “Ad-Blocking” button at the bottom. It will turn gray and the text above will go from “ON” to “OFF”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the UBlock Origin icon in the browser extension area in the upper right-hand corner.
  2. Click on the large blue power icon at the top.
  3. When it turns gray, click the refresh icon that has appeared next to it or click the button below to continue.
screenshot
  1. Click the icon of the ad-blocker extension installed on your browser.You’ll usually find this icon in the upper right-hand corner of your screen. You may have more than one ad-blocker installed.
  2. Follow the instructions for disabling the ad blocker on the site you’re viewing.You may have to select a menu option or click a button.
  3. Refresh the page or click the button below to continue.