Just five days in, the adidas Originals x ASOS Drop 3 is delivering standout results and the pop-up is creating a major milestone for the partnership as it enters physical retail for the very first time.
The pop-up at adidas’ flagship store has seen brilliant customer response from the moment doors opened. Choosing favourites proved tricky for some, but not for our very first customer. She arrived early and skipped the decision-making altogether by purchasing the entire Drop 3 collection in a single transaction. A fitting start for our first ever Oxford Street moment.
Before we opened to the public, we welcomed press and talent into the space on Wednesday for individualised appointments, giving them the chance to experience the collection up close. Representatives from Drapers, Hypebae, Glamour, and the Daily Mail attended, and The Times published an interview with Vanessa that went live the same day, in which she spoke about how the collaboration came about. Talent came in droves and included Ambrr, Evie Clark, Zeze Millz Toni Blaze and Alessia Golfetto, who brought the pop up to life through content.
The energy stepped up in the evening as we opened the doors to our ASOS.WORLD A‑Listers for an exclusive pre-launch celebration. Over 100 A‑Listers attended, creating a real sense of excitement and community in store. DJs set the soundtrack for the night, custom juices became accessories to match each outfit, guests captured moments in the photobooth and everyone left with a goodie bag in hand. Some A‑Listers were so keen to get their hands on Drop 3 that they swapped the outfits they arrived in and walked out head to toe in the collection. It was a great reminder of why we bring these moments to life IRL.
Drop 3 has also landed with incredible momentum online. Hero pieces and fan favourites are already out of stock, with customers requesting stock notifications as they try to get their hands on key styles. Average sell-through for the collection has been >80%, with >90% sell-through on best sellers. Reworked Firebird tracksuits, playful prints and seasonal colourways are already emerging as clear favourites.
As of Friday, our top online sellers so far were:
- Polka dot track jacket in stone
- Lace hem shorts in navy
- Double waistband track joggers in beige with polka dot
- Funnel neck shirt in blue
- Pin stripe wide leg jogger
This launch also delivered a number of firsts for the partnership:
- The first time adidas has hosted a retail partner inside its London flagship store
- The first time ASOS has appeared on Oxford Street in a physical retail space
- The first time adidas featured influencer talent on its outdoor screens
- The first time the collection has been available in the US
Seeing customers connect with Drop 3 both online and in-store has been incredibly exciting. We have seen a 400% growth in both new and reactivated customers drop-on-drop. This collaboration is a powerful example of ASOS showing up IRL and the strength of demand for this third drop.
A huge shout out to everyone who brought this pop up to life. It has been a true team effort, with special thanks to our own ASOS Ambassadors who have been in store each day taking customers through the collection and bringing the experience to life.
If you’re in London, there’s still time to catch the pop up at adidas Oxford Street, but only until tomorrow. If not, Drop 3 is available now on ASOS and the app!