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Adidas opens Oxford Street flagship in style

adidas LDN celebrates opening day with star-studded ‘housewarming’ party

Last night adidas celebrated the launch of its new Oxford Street flagship store with a star-studded housewarming party that included surprise performances from Run DMC and legendary London hip-hop artist Giggs.

The party united adidas sports stars, musicians and London creators under one roof at adidas LDN – the new four-floor flagship that has been designed to be a hub of creativity on Oxford Street.

“We love London, ever since the first time we stepped foot here we’ve always had amazing crowds here and all over the UK,” said DMC from Run DMC. “It’s been a great night opening adidas LDN and partying with some of our favourite people in the UK.”

Famous faces in the store included Run DMC, Giggs, London supermodel Jourdan Dunn, Chelsea footballers Fikayo Tomori and Ruben Loftus-Cheek (pictured above), Tom Daley, Max Whitlock and Stuart Broad (pictured below).

Run DMC with supermodel Jourdan Dunn

Performances from hip-hop icons Run DMC and London legend Giggs were the main event of the night, with more than 400 guests packing into the store to see a unique combination of headliners.

They were supported by DJs Kenny Allstar, Betty Belle and Gully Guy Leo, with the party spilling into the basement floor of adidas LDN where guests could discover mini-party rooms created in each of the changing rooms. 

The exclusive ‘Housewarming’ party paid homage to the famous adidas House Party ad that first hit screens 15 years ago, with a celebration of creativity at the heart of the event. 

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David Buckley

Dave Buckley is a career journalist. “I once went painting girders for a week and discovered I didn’t like heights,” he says. “Apart from that it has always been journalism for me in one form or another.” Past publications worked for include the South-East London Mercury*, Kent Messenger, Daily Express, Today*, News of the World* and Hong Kong Star*. All those marked with an asterisk no longer exist (trend emerging?). He owned and edited a Thailand-based property magazine before returning to England and currently works as a production editor for an East Midlands-based publishing group.

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