As part of the grand opening roll-out of the new adidas/Concepts joint retail store on 73 Newbury St., the brand and the shop teamed up to run a city-wide “hunt” at key Boston landmarks. This experience had Boston fans in a bit of a frenzy as 21 limited edition keys and a limited number of VIP cards were handed out over the course of three days to those who followed the clues on Concepts’ Instagram stories. At these secret locations, which were revealed to be the Concepts Cambridge store, Fenway Park, and the marathon finish line, was a special adidas Concepts van that handed out the keys and cards to the lucky few who lined up at the secret spots; the 21 key-holders have been invited to a special grand opening ceremony during the store’s launch tomorrow with a chance at winning some great prizes, while the card-holders now have access to future products and events.
The energy and excitement certainly grew steadily on the ground and on social media with an increasing number of participants showing up at each location. Recap the three days of the experience here and stay tuned for the adidas Concepts official store opening on Friday, August 25th.
DAY 1 – CONCEPTS CAMBRIDGE
DAY 2 – FENWAY PARK
DAY 3 – MARATHON FINISH LINE
