Sneaker News 
This past week, adidas and Concepts officially opened doors to a co-curated retail location that wipes away the conventions of a “pop-up shop” and introduces a collaborative endeavor like never before. Leading up to yesterday morning’s grand opening, adidas and Concepts sent Boston in a frenzy with an epic hunt-like experience that gave away 21 limited edition keys and a limited number of VIP cards. The keys had the potential to unlock some incredible giveaways, while the VIP card holds long term value as it grants access to upcoming footwear releases and experiences at the new store.
After the giveaway wrapped up, adidas and Concepts invited a select number of friends, family, and VIP to experience the store firsthand, and on Friday the shop opened its doors to a line of customers that stretched around the block. This is just the start of the adidas Concepts store, so expect more in the near future as this new retail store takes off.
MONDAY – DAY 1 OF HUNT LAUNCHES AT CONCEPTS CAMBRIDGE
Through a series of cryptic hints and teasers on Instagram and Instagram stories, Concepts launches the first day of their hunt by debuting the adidas Concepts truck. The lucky few who made it out to Concepts Cambridge were awarded with limited keys and VIP cards.
TUESDAY – GIVEWAY REVEALED AND DAY 2 OF THE HUNT ROUNDS THE BASES
Concepts reveals a massive giveaway of some hotly coveted adidas shoes. The only way to win the motherlode is by obtaining the limited key. On the second day of the giveaway, which took place in the vicinity of Fenway Park, hundreds of fans appeared for a chance at the giveaway and to show Concepts love.
WEDNESDAY – THE HUNT CONCLUDES WITH THE BIGGEST TURNOUT YET
The third and final giveaway location, which took place at the Boston Marathon finish line, created a frenzy in the streets of Boston. Countless fans lined up for a chance at the limited key and card. Deon Point of Concepts was on hand to show love to the loyal fans.
THURSDAY – A FIRST LOOK FOR FRIENDS, FAMILY, AND VIP
On the eve of the grand opening of the store, the adidas Concepts store opened its doors to a select number of friends, family, and VIP for a first look at the brand new retail store.
FRIDAY – KEY CEREMONY AND OFFICIAL GRAND OPENING
The grand opening of adidas Concepts at 73 Newbury drew an incredible line of customers, but before the doors officially opened, adidas and Concepts held a special ceremony for the 21 key-holders. At the rear of the adidas Concepts truck was a wall of locked boxes; three of those boxes contained a prize, with one being the grand prize that includes some of the most coveted sneakers from the last year. Those who obtained a VIP card were given a first shopping opportunity before the doors opened to the public.
