Last week, adidas Originals gave consumers a taste of the future with a pop-up event in New York’s Lower East Side, celebrating the release of three new Ozweego colorways. The event invited attendees to join the brand in the year 2048 to explore the influence of the overstated and chunky silhouette 50 years after its launch.
For the activation, adidas imagined how the Ozweego would be interpreted decades from now — from the way it’s styled to the way it’s shopped. The concept was informed by the shoe’s design story, which fuses together a mix of the brand’s archival hits. Guests were led to an under-the-radar pop-up newsstand, whose cashier guided them beyond a fridge door and into the “newsstand from the future.” Inside the interactive room, the same cashier — but styled for 2048 — prompted visitors to enter a 4-digit code on a classic newspaper box, triggering a projection-mapped wormhole animation. Along with receiving a high fashion lookbook direct from the year 2048, those in attendance, including Ksace, David Park, Poster boy and DJ Yellow Tech, were awarded a “golden ticket” inside of a souvenir zine, which they could redeem a free pair of Ozweegos.