Adidas will be introducing four Ultraboost sneakers for its 007 collection for the debut of the new James Bond movie, No Time to Die, which will have its global premiere in the U.K. on Sept. 30. To promote them, the German sportswear giant is organizing an augmented reality contest featuring the British Secret Service, MI6, on Instagram.com/adidasRunning. The DNA White Tuxedo model will be available as of Sept. 17 but only to members of the Creators Club on the Adidas app. The others – among them the 20 Q Branch (with a pocket concealed under the laces) and a running shoe (with reactive cushioning and a map of Cuba on the sole) – will follow on Sept. 24 on www.adidas.de and at selected retailers.

Topics