The most popular story of the week was the news that Adidas was to open a pop-up training ground, called The X, within London’s Victoria Park. Unveiled last night (18 February), the x-shaped space will host a series of fitness sessions aimed at women until 28 February, to promote its new PureBoost X running shoe, designed specifically for women. View our gallery of the structure here.
Ahead of the launch of its new theatrical offering on Wednesday (17 February), Secret Cinema devised an immersive online experience for ticketholders. The company has created an online newspaper and bespoke social network that allows guests to view information through a dedicated website, which plays black and white film clips apparently from the Cold War period. The details of the experience will still remain hush hush until the London experience closes in March.
News that King Digital Entertainment is to unveil a seven-metre high illuminated bouncy castle on London’s South Bank in March, was the third most read story this week. Designed to promote the launch of its new Candy Crush Jelly game, the structure will also emit a jelly smell.
To celebrate the release of the film Zoolander 2, A2 Milk teamed up with Said Cafe in London’s Soho, to hand out ‘non-farty lattes’. The coffees were inspired by Will Ferrell’s character Mugatu from the first film, in which he gets angry after being given a foamy latte as he claims it makes him bloated. Film fans could claim their free beverage by capturing their best ‘Blue Steel’ pose and sharing it on social media with the hashtag #a2nonfartylatte.
To celebrate the launch of its new channel W this week, UKTV is giving consumers the chance to lay their hands on one of five diamonds, through a balloon-led treasure hunt. Hundreds of blue balloons were launched from London’s Gabriel Wharf on Monday (15 February). The biodegradable balloons are designed to travel up to five miles before landing, with those that find a balloon encouraged to follow the instructions attached to it for the chance to win.