The home of the fitness community: adidas women’s studio
Community over competition
For women, exercise isn’t just about feeling the burn - having a sense of community is everything. We put this at the heart of the concept for adidas’ female-only, pop-up studio in London’s East End. Forget the gym. We brought to life a fitness social club and created an experimental space for women in one of London’s most creative districts. The aim was to shape a new era of health and wellbeing with adidas. The studio featured everything from nutrition and mindfulness workshops to new fitness classes and instructors every month, alongside exclusive product launch events. The design language - one that resisted stereotypes around women’s spaces - meant it was right at home in Shoreditch. And the community spirit was so real, the pop-up became a permanent space.
“For any woman that’s wanting to get more active and live a healthier life, you’ve just got to take that first step, join a space like this where you can train with other people who are trying to achieve the same things, and that’ll definitely help you in your journey.”
Jessica Ennis-Hill, Olympic heptathlon champion