Adidas continues women's push with pop-up workout space in East London

Adidas has opened a pop-up workout space in Victoria Park in East London called the X.

Adidas: new workout space in East London is designed for women
Adidas: new workout space in East London is designed for women

The X-shaped tent stands in the centre of the East London park and is open for 10 days from 18 February, offering different kinds of training to women of all fitness and abiility levels.

Adidas will also be offering runs, fitness classes, Q&A sessions with brand experts, nutrition advice and supper clubs. Victoria Park's running track will also be lit up for late-night events.

The idea is to push Adidas' new running shoe for women, the PureBoost X, and bolster the brand's standing with female athletics. The brand recently hired the former chief executive of Lululemon, Chrstine Day, as an adviser to its womenswear division.

It's also championing female athletes in its latest campaign, 'I'm here to create'.

Brand: Adidas

Agency: Mcgarrybowen

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