In Pictures: ASOS launches pop-up shop in Adidas flagship

To celebrate the launch of its third collaborative collection, ASOS has today launched a pop-up in Adidas’ Oxford Circus store.

The pop-up, which will remain open until 21 April, marks the first time that the collaborative collection will be available both online and at Adidas’ flagship store.

Photo by William Gilbert

Drop 3, as the new collaborative collection is called, launched last week, putting ASOS’ sharp, style-led spin on classic Adidas pieces.

Throughout the capsule, the sportswear brand’s signature three-stripe statement silhouettes are reimagined by ASOS through a feminine lens, featuring cinched waistlines, bold patterns and contrasting trims and fabrications.

Photo by William Gilbert

For ASOS, the collaboration cements its reputation as a go-to platform for trend-led sportswear, while for Adidas, it boosts cultural relevance with Gen Z consumers.

ASOS’ in-house design team worked very closely with its Adidas counterparts on the cross-seasonal edit, reimagining classic pieces in new fabrics and shapes that remain true to both the sportswear brand’s heritage and ASOS’ own signature design.

Core to the collection is the well-known Adidas Firebird tracksuit, which features new prints such as polka dot, gingham and seasonal pastel and neutral tones. Through subtle tailoring, the new design adds more structure and shape, creating a more feminine silhouette without compromising the classic ease and identity of the original design.

Adidas also recently launched a collaborative collection with reality TV star and influencer Molly-Mae Hague, featuring limited-edition reworked versions of the ‘Superstar II’ and ‘Samba’ silhouettes. It proved so popular that sportswear retailer JD recorded a 51% spike in demand.