Extra Butter Teams up with Adidas for Sneaker Pop-Up on Stanton Street

Posted on: March 19th, 2018 at 5:08 am by

Thanks to Extra Butter and Round Two, Hell Square is now attracting sneakerheads and street-style seekers. Tapping that enthusiasm, the newish owners of 101 Stanton Street plugged the recent vacancy of Ma Non Troppo with an Adidas pop-up shop.

The store is essentially a stunt to sell the new collaborative “Extra Butter x Adidas” sneaker. There is a treadmill onsite to test the footwear, plus NormaTex leg compression sessions for those interested. And everything looks straight from science lab.

The corporate pop-up launched last week and runs through this Friday; hours are 11am to 7pm.

Here’s more, via Sneaker News:

Inspired by VO2 Max training, Extra Butter will have complimentary services for runners to test the new sneaker on a Woodway treadmill. A recovery space will be provided as well, offering participants 20-minute NormaTex leg compression sessions as well as a series of free runs and yoga sessions. VO2 Max training measures the amount of oxygen that someone can utilize during an intense exercise session – which acted as inspiration for this offering’s colorway. Serving as the first collaboration for this updated running silhouette, pairs will exclusively be available at the pop-up shop.

Recent Stories

Commissioner Overseeing Office of Nightlife Hosts Open Discussion on LES Tomorrow Night

When Mayor de Blasio first announced the Office of Nightlife last year, battle-hardened residents around the Lower East Side weren’t particularly pleased. Was this new bureau just a boon to the industry at the expense of communities? How effective would a liaison be? The appointment of former Sutra owner Ariel Palitz to “Night Mayor” likewise […]

‘Kodawari’ Coffee Shop Starts Grinding at 100 Forsyth Street

Gentrification 101: When upscaling a building on the Lower East Side, install a trendy coffee shop on the ground floor. Maybe even add a little gallery art as flare. That seems to be the narrative at 100 Forsyth Street, too, an address plagued with retail problems in recent years, likely due to ongoing renovations. Something […]

Are Angry Neighbors Egging Essex Crossing?

It would appear Essex Crossing has egg on its face. Literally. Most of the news coming out of mega-development is about the greatness of the housing stock (“Life’s never far from your doorstep” at the Rollins) or the imminent arrival of big-box retailers on Grand Street like Target and Trader Joe’s. Yet, it appears as […]

District Leaders Urge DOT Chair to Better Address Traffic Bottleneck at Grand and Clinton

The bottleneck blues continues at the junction of Grand and Clinton Streets. Being a major access point to the Williamsburg Bridge from the FDR, this spot perennially attracts a line of cars that usually snakes eastward for blocks. The addition of Essex Crossing in the immediate vicinity (residential and commercial) doesn’t help matters, either. Ongoing […]

Is the ‘Empire Records’ Broadway Musical a Bad Idea?

In the immortal words of The Doors, “The time to hesitate is through.” And keeping in that vein of logic, get ready for your favorite group of misfits to transform into a Broadway musical. That’s right, the crew from Empire Records (open til midnight!) is potentially turning into a theatrical production. Producer Bill Weiner recently acquired the […]