Kinetic takes over the adidas LDN Flagship Store
On 16 July, we took over the adidas LDN Flagship Store on Oxford Street for The Yard, an evening celebrating the 2026 FIFA World Cup and the power of football to bring people together.
Seeing Kinetic Foundation branding across the store was a proud moment for our team and a great reflection of the relationship we have built with adidas. From the first idea through to the event itself, the store team worked closely with us to create something that felt fun, welcoming and true to both organisations.
The evening gave customers plenty of ways to get involved. Guests personalised tote bags, created themed bracelets and keychains, had Polaroid photos taken at the Kinetic Foundation and adidas LDN photo moment and tested their skills in a series of football challenges, with prizes up for grabs.
The Turmeric Co. also joined us on the night, offering samples of its products to guests.
A key part of the event was a panel conversation about careers in sport, hosted by Denzel Amoako from Football Verbal.
The panel featured Diana Al Shammari, also known as The Football Gal, Brando Bailey-Joseph from Arsenal Football Club, former professional footballer and The Turmeric Co. founder Thomas Hal Robson-Kanu, as well as Kinetic’s own, Paula Kowalska.
The speakers discussed the excitement surrounding the World Cup and how major sporting moments can encourage more people to get involved in football within their communities. They also shared their own career journeys and some of the lessons they have learned along the way.
The conversation covered everything from finding your place in the sports industry and building relationships to dealing with setbacks and staying resilient through injury. It was an honest and useful discussion, particularly for young people interested in working in football or the wider sports sector.
Events like The Yard are a reminder that the impact of a major football tournament can go well beyond what happens on the pitch. They create opportunities to bring people together, introduce them to new ideas and start conversations about where a love of sport might lead.
A huge thank you to the adidas LDN team for helping us bring the event to life, and to Diana Al Shammari, Brando Bailey-Joseph, Thomas Hal Robson-Kanu and Denzel Amoako for being part of the evening.
Thank you also to The Turmeric Co. and everyone who visited the store, joined the activities and helped us celebrate the World Cup in true Kinetic style.
Photos by Noah Shulman Miller, Matt White and Gemma Edgar.