Adidas kicks off All-Star Weekend with a pop-up shop

The global sportswear brand has opened a Toronto sneaker boutique

Adidas Pop-Up 1Adidas is stepping into the pop-up space with a second floor takeover of Toronto sneaker boutique, Exclucity.

The Adidas shop will give customers access to exclusive Adidas Originals launches and will act as a reveal space for new products in the coming months. This month, the Adidas shop will be dedicated to the new Tubular line of sneakers, as well as official NBA All-Star apparel and footwear.

The space itself features Adidas branding, custom imagery by Toronto photographer Horace Ng, a 3D map of Toronto and customer photo activations.

Exclucity was founded in Montreal, where it has three locations and another in Laval. It opened its first Toronto location on Queen Street West last fall.

“Exclucity has got amazing credibility in the sneaker culture, and lifestyle and music world,” said Melanie Cammalleri, category brand planner at Adidas Canada. “For us, it was just a great opportunity to partner with a brand like that, especially during an exciting time around NBA All-Star Weekend in Toronto.”

Adidas Pop-Up 2The shop was initially going to be open for a couple of months, but it may be open longer. “Everybody who is involved in it is really happy with how it turned out, so as of right now, it’s sort of indefinite,” said Renzo Mendoza, trade marketing manager at Adidas Canada.

“The ability to tell our brand story with a partner like Exclucity, in the location that it provided, and with an already established consumer base is phenomenal,” added Mendoza.

To market the shop, Adidas Canada will use the brand’s new global hashtag, #MyFutureIs, which focuses on monthly product launches and monthly stories. It’s also doing public relations, blogger outreach and influencer marketing.

“It’s more of a grassroots approach. It’s getting that natural behaviour of people sharing something with their community,” said Cammalleri.

Rock-it Promotions is handling PR for Adidas.

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