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ADIDAS X DIME EVENT: What You Need To Know

Jul 2024 by Anna Lamb
We visited the Adidas Originals Flagship Store on Carnaby Street last Monday for the launch of the Adidas X Dime collaboration and here's what went down:

The collection celebrates a time to live and a time to play alongside unabashed innovation in sport. Untethered to the traditional framings of sport, the two brands’ most recent cocreation has been inspired by competition and the recently developed game of skateball. A hybrid of skateboarding and tennis, skateball brings technical equipment from skateboarding along with the sport’s inherently aggressive yet chill vibes onto the tennis court, where traditional tennis rules are mostly followed.

The Adidas Originals Flagship Store now presents itself as The new Carnaby Skate Spot, “A central London destination celebrating the city’s deep skate history and thriving community”. It's home to a curated selection of products from Adidas Skateboarding Archive, each with their individual tie to the local community and culture. The interiors reflect iconic London skate spots, while the regularly-rotated 'Archive Wall' dedicates itself to London legends Chewy Cannon and Benny Fairfax - Definitely worth a visit.

With a live performance of Darude's Sandstorm and a heated Skateball match between Kader and Stan Smith himself, it was the epitome of a Streetwear collaboration party - here's a sneak peek:

Photography by: Jude Harrison and Anna Lamb

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