TSBA secures extensive collaboration to ‘unite Londoners’.
adidas Originals and Transport for London have unveiled a significant new collaboration.
The collaboration was developed through TSBA, TfL’s brand licensing partner, and feeds into a wider licensing programme.
The partnership has been launched to coincide with the 15th anniversary of the Oyster card, with adidas and TfL kicking it off through the release of three limited edition shoes.
The exclusive 1,500 pairs form the ‘Oyster Club pack’ and are released with an Oyster card topped up with £80 credit.
The first release from the partnership brings together three iconic adidas silhouettes: Temper Run, Continental 80 and ZX 500RM.
Each of the unique design identities tells a story from TfL’s history, told through design detailing alongside adidas and TfL brand marks. The pairs are presented with a premium leather Oyster Card holder and bespoke packaging, inspired by vintage underground posters to honour the heritage of the London Underground.
“London is a city bubbling with creativity from a population constantly moving forwards,” explained Gavin Thomson, svp region west Europe at adidas. “TfL and the Underground network make that possible. This partnership allows adidas to celebrate the world’s most famous transport system and London through our designs.
“True to adidas’ Originals principles, the collaboration takes its inspiration from the past, present and future to celebrate the heritage and unity of London’s creators. United by TFL. Told by Originals.”
Graeme Craig, director of commercial development at TfL, continued:
“The Tube, its roundel and the Oyster card are all iconic symbols of London and this partnership shows how two world-renowned brands can work together to produce something truly original.
“Collaborations like this help provide vital funds that we invest in modernising the transport network for the benefit of all of our customers.”
Oliver Stanton, brand partnerships and licensing manager at TSBA, added: “We are so excited to bring together two iconic global brands to create a breakthrough UK-centric collection and campaign.
“Everyone from the adidas Originals design team through to the TfL station staff, have been absolutely committed to making this partnership land in the most impactful way.”
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