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이번 팝업스토어는 ‘낯선 조합이 더 재밌잖아 (FUN BEYOND RULES)’라는 캠페인 메시지를 통해 아디다스의 스포츠와 오리지널스 카테고리를 아우르며, 러닝, 축구 등 다양한 스포츠 의류·신발부터 트렌디한 스트리트 패션까지 함께 묶어 선보인다. 이를 통해 소비자는 기존 카테고리의 경계를 넘어 다양한 취향과 문화, 패션과 라이프스타일이 자유롭게 교차하는 특별한 경험을 즐길 수 있다. 
팝업에서는 아디다스 글로벌 앰버서더 손흥민, 정호연을 비롯하여 박재범과 베이비몬스터, 펜싱 국가대표 오상욱, 레슬링 선수 장은실 등 다양한 컬쳐·스포츠 파트너들이 총출동한 캠페인 화보도 만나볼 수 있다.
팝업스토어에서는 구매 여부와 관계없이 포토 인화 서비스나 게임에 참여하면 코인을 받을 수 있고, 이를 활용해 가챠폰(gachapon) 캡슐 이벤트에서 스낵, 머그컵, 뱃지, 한정판 레디백 등 랜덤 선물을 받을 수 있다. 20만원 이상 구매 고객에게는 이벤트 참여와 상관없이 한정판 레디백을 증정한다.
아디다스 마커스 모렌트 대표는 “아디다스는 스포츠에 뿌리를 두며, 패션과 문화, 라이프스타일과 지속적인 접점을 넓혀 왔다”며 “이번 신세계 센트럴시티 팝업스토어를 통해 스포츠와 패션을 자유롭게 넘나들며, 누구나 자신만의 방식으로 즐기고 표현할 수 있는 생생한 체험의 장이 될 것”이라고 밝혔다.
한편, 지난 7월 서울 한남동에 오픈한 팝업스토어를 통해 ‘스포츠와 패션’이 만나는 공간이라는 콘셉트를 선보인 바 있다.
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