Browns' Sneaker Beast event sees it linking with Stadium Goods

By

Sandra Halliday

Published
May 13, 2019

Farfetch’s Browns is focusing heavily on sneaker culture this month with the lunch of its Sneaker Beast event that sees an exhibition of “iconic” sneakers from giant specialist marketplace Stadium Goods, as well as other initiatives.

Starting May 15, the Shoreditch Browns East branch will host a four-week series of exclusives and activations to celebrate the world of sneakers, street culture and the sneaker community. 

Stadium Goods, is also now part of the Farfetch empire and the online retailer is clearly working to maximise the synergies between the different companies under its umbrella.

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Its exhibition in Browns will include rare shoes and to add to the ‘must-have’ feel, Browns will be selling a selection of sold-out items in the store and online.

Browns will also be focusing on sports shoes from luxury brands such as Prada, Off-White and Gucci, refecting the increasing share of footwear revenue that such brands see coming from sneakers these days.

Additionally, the retailer worked with Stadium Goods and the British creative agency Supermimpose on an exclusive capsule of T-shirts, joggers and other items.

And the sneaker deep dive will also see Adidas products being sold at the store for the first time with a week-long celebration of female collectors dubbed Women Who Lace.

Other external businesses taking part in the event will include local upcycling specialist the Clothsurgeon and Chinatown Market, with exclusive capsules. 

Browns CEO Holli Rogers said the event is a big move for the retailer as it underlines its commitment to the sneaker industry. And it also marks a new channel for Stadium Goods, with it being in a physical store in the UK for the first time.