Adidas turned an East London chicken takeout shop into a pop-up for its Glitch interchangeable soccer boots last week to create some buzz around the brand's latest launch.

The immersive campaign, via Iris London, promoted the new Glitch "Prep Pack’"product, targeting 14-19 year old soccer fans.  With Glitch the he customer buys a pack consisting of an inner shoe and an outer exchangeable skin. Prep Pack comes in two color schemes, one where the the red skins turn white when the wearer's feet heat up, and another where white skins transform into blue ones when in contact with UV light.

The campaign first kicked off last week with teasers across Adidas’ social channels. Viewers were lured in by unusually slow-paced and abstract films that played out across Instagram stories of Adidas London, Premier League club players and North London drill rapper Headie One.

All drove viewers to a "Swipe up 2 sign up" message, driving downloads of the Glitch mobile app and registrations to the event. On the day, Adidas challenged fans to race to its secret venue to be in with a chance of winning a pair of its the Prep Pack skins.

Fans lined up to get their hands on the products served up for free in Glitch box style packaging. Every store touchpoint was rebranded, including signage, bespoke Glitch uniforms, food boxes, wet wipes, napkins, bags, the menus and even a bespoke outdoor neon sign. The event concluded with a performance from Headie One, and the campaign followed up with a with a wrap film that also served as product ad, seen here.