Picture the scene: you’re just having a mooch around the new adidas LDN flagship store on Oxford Street, using the fly, new ‘Bring It To Me’ app, when only David Beckham himself appears to personally hand you your footwear choice. Well, that’s the experience a few lucky shoppers were treated to this week as the former England captain visited the store to promote his latest collaboration with the Three Stripes.

Shoppers were surprised to see Beckham in the newly opened adidas LDN flagship store – the most digitally enhanced store to date – as he brought one of the key in store innovations, the ‘Bring It To Me’ app feature, to life. The ‘Bring It To Me’ service uses in-store geolocation tracking to provide an uninterrupted browsing experience. Shoppers can scan products, check stock, request their size and purchase on the spot as they shop without the need for queues or designated collection spaces. 

Expecting to see a member of the store team arrive with their new adidas UltraBoost 19 DB, a lucky few shoppers were instead were greeted by the footballing legend, who appeared to personally hand them their footwear. 

It was great to come to the new adidas LDN store today to surprise some shoppers using the ‘Bring It To Me’ app feature,” Beckham said. “The scale of the store, and the interactivity for customers really is impressive. It feels like the future.

Beckham was in store as part of a ‘Future of Sport’ event, and he was joined by e-sports phenomenon Ninja, as well as stars from across sport and culture. His visit follows on from the visit of several Arsenal players recently, as adidas continue to leverage their roster of superstars to promote the full capabilities of the flagship store.