You can now wear the iconic London Tube symbol on your shoes thanks to a new collaboration between Transport for London (TfL) and adidas: adidas x TfL
Inspired by the design of the London Underground, there are now limited edition adidas trainers dedicated to each London Underground line. Each is designed using the colour scheme of the particular Underground line, with the line’s TfL logo ’roundel’ placed on the shoe’s heel and tongue.
The design for the newest Underground line (the Elizabeth Line) was released on 8th December, with the rest of the range available from today.
Gavin Thomson from adidas said: “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.”
Particular designs also come with the offer of an £80 Oyster card (travel card) free when you purchase a pair along with a branded leather wallet!
This isn’t adidas’ first transport brand collaboration, as they collaborated with the Berlin transit authority (BVG) earlier this year. Limited edition trainers were released, and better still, the shoes’ wearers were given an annual BVG season ticket, providing them with free travel on subways, trams, buses and ferries until the end of 2018! Find out more here.
Similarly, in 2016 Nike collaborated with London designer department store, Liberty, known for their floral and graphic prints. This is my favourite brand collaboration to date but unfortunately I still haven’t been able to find a pair of the shoes to purchase! Hopefully I will have better luck with adidas x TfL if they make their way to Australia!
Each of these is a great example of well-loved, iconic brands coming together to create a product which is sure to be sought out. Of course this can’t be done simply with any two brands. It’s essential that the collaboration is strategically sound to ensure a successful outcome.
Senior Account Manager