Adidas has launched a small concept store in Newburgh Street, London, combining an exclusive retail offer and an exhibition space, in this trendy part of West-Soho.

Developed with the help of design agency project-x, the store aims to captures the essence of the brand, taking retail boutique and making it an exhibition of sporting heroes' footwear.A unique lighting system changes with the mood of each exhibition highlighting its individual theme.

The store is reflects Adidas's commitment to sport and focuses on the combination of the functional aspects of the product and their design and form. Hosting limited edition collections, the store's first exhibition marks the Athens 2004 Olympics with an 'Olympic Archive 1928-1992' which includes Jesse Owen's spikes and Muhammad Ali's boxing boots.