# Futuristic Newsstand Pop-Ups Adidas' Newsstand of the Future Envisions the Ozweego Style's Legacy By Laura McQuarrie | Published 2019-08-13 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/ozweego-style References: [adage](https://adage.com/creativity/work/adidas-newsstand-future/2190736) & [adidas](https://www.adidas.com/us/) To celebrate the past, present and future of the Ozweego style it originally launched in 1996, [Adidas Originals](https://www.trendhunter.com/trends/box-shoe) created the Newsstand of the Future. With a [pop-up space in NYC](https://www.trendhunter.com/trends/louis-vuittons-soho-popup), Adidas is giving people the chance to step into the year 2048 to honor the 50th anniversary of the [iconic 90s shoe](https://www.trendhunter.com/trends/masha-popova). The futuristic experience is initially deceptive and seemingly all too familiar, as it is styled like a fairly classic New York bodega from the outside. After chatting with the cashier, visitors will be welcomed into a portal via the newsstand's fridge that reveals an entirely new room. Within this space, a vision of New York City in 2048 is projected onto the walls and at the center is a newspaper dispenser. Naturally, entering the code "2048" unlocks access to Adidas magazines featuring the new Ozweego shoe, with select editions containing free tickets for Ozweego sneakers. ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 95% | Activity: 90% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Shoes](https://www.trendhunter.com/shoes) ## Key Themes ### What Makes This Trend Stand Out - **Futuristic Experiential Retail:** The Newsstand of the Future demonstrates the trend of creating immersive and interactive retail spaces. - **Nostalgia Marketing:** Adidas' celebration of the Ozweego style's legacy taps into the trend of leveraging nostalgia to connect with consumers. - **Augmented Reality (AR) Projection:** The projected vision of New York City in 2048 showcases the trend of using AR to enhance and transform physical spaces. ### Sectors Adopting This - **Fashion and Apparel:** The fashion and apparel industry can explore implementing immersive retail experiences to enhance brand engagement and loyalty. - **Marketing and Advertising:** Marketing and advertising professionals can capitalize on nostalgia by incorporating elements of the past into their campaigns. - **Technology and Entertainment:** The technology and entertainment industry can leverage AR projection technology to create immersive experiences in various settings, including retail spaces. ## Related on Trend Hunter - [Next-Gen Sneaker Stores](https://www.trendhunter.com/trends/store-of-the-future-concept.md) - [Retro-Futuristic Chunky Sneakers](https://www.trendhunter.com/trends/wonder-runner.md) - [Futuristic Slip-On Shoes](https://www.trendhunter.com/trends/adidas-unveils-climacool.md) - [Branded Newspaper Kiosks](https://www.trendhunter.com/trends/grey-days.md) - [Customizable Shoe Decorating Events](https://www.trendhunter.com/trends/style-your-toe.md) - [Packaging-Inspired Footwear Designs](https://www.trendhunter.com/trends/box-shoe.md) - [Immersive Back-to-School Pop-Ups](https://www.trendhunter.com/trends/sprayground-pop-up.md) - [Digital-World-Based Shoe Collections](https://www.trendhunter.com/trends/stepn-go-x-adidas-ultraboost.md) - [Plush Footwear Pop-Ups](https://www.trendhunter.com/trends/the-monster-den.md)