This Is Why 'The X' by adidas Was Like No Other Sports Hybrid Space
The sportswear behemoth knocked it out of the park.
From February 18 to 28, adidas held an 10-day event like no other. Pushing the boundaries of technology yet again, the sportswear heavyweight set the standard for the women’s market by providing an open to all exercise and running space. With design and art on a level that hasn’t been seen before in Victoria Park, and a range of experts acting as on-site ambassadors throughout, The X had something for everyone.
From hard-core boot-camps with Zanna Van Dijk and AJ Odudu, chilled out sunrise yoga sessions with Cat Meffen, curated brunches with celebrity chef Madeline Shaw and supper clubs with dine duo Jackson and Levine, the space was a hub of health and fitness in the capital. As well as opening the park past their usual hours, adidas created an illuminated mile-long running track for the public to use from 6am-10pm daily, giving people of all fitness levels a way to workout with The X as a base. Yet again, adidas shocked the system with an installation and event space that the industry never saw coming. You can check out our recap images from the event above.