What happens when an iconic recording studio intersects with an iconic sneaker brand?
Yesterday adidas Originals, Abbey Road Studios and the soon‑to‑open Co‑op Live arena quietly answered that question by unveiling the adidas Originals Recording Studio in Manchester.
Why this matters (beyond sneaker culture):
Platform > Campaign. Instead of another “drop”, adidas is investing in infrastructure that will be used long after the headlines fade. Think of it as owned media you can actually record in.
Community as a real advantage. The studio launches alongside Abbey Road’s diversity‑focused Amplify & Equalise programmes—giving local creators mentorship, resources and a stage. That’s genuine value creation, not borrowed interest.
Experience‑led brand building. Housing the studio inside Co‑op Live ties it to a constant flow of gigs, fans and cultural moments, turning every show night into a potential brand touchpoint.
Strategic take‑aways:
Extend the product. Your brand equity lives in the experiences you enable, not just the items you sell.
Co‑create IP. Partnerships that combine cultural heritage (sneakers + music) create new storytelling surface area neither party could own alone.
Invest where your audience is headed. Emerging artists value access over assets; a free, world-class studio beats another billboard.
The studio opens to emerging artists this August – a great example of how adidas is building meaningful connections with music culture in an authentic and lasting way. A smart move that doesn’t scream for attention, but earns it over time.
Thanks for reading! And don't forget to follow me on LinkedIn.
Jürgen