The scale of the event continues to align with growth in the performance running footwear category. Carbon-plated racing shoes have expanded beyond elite-only use into broader retail distribution, including limited releases and collaborations tied to major race calendars, and brands including adidas, Nike, On, Tracksmith, and ASICS continue to position race-day product launches around major marathons.

The crossover between performance running and fashion was visible during London Fashion Week when Vanish was there in January, as technical running footwear appeared in runway presentations and showroom environments alongside seasonal apparel with performance models integrated into fashion contexts rather than separated from them.

Within this massive framework, Footpatrol and adidas have released a collaborative version of the Adizero Adios Pro 4 ahead of race weekend.

Footpatrol was founded in London in 2002, initially operating from a small courtyard space in Soho at a time when access to limited and international sneaker releases was more restricted. The store built its position by sourcing rare product, including Japanese exclusives and deadstock pairs, and became a distribution point for early consortium-level releases. It relocated to Berwick Street in 2010, where it remains, and expanded to a second location in Paris extending its footprint into another key European market.

The business operates as both a retailer and a collaborator. It has worked across brands including Nike, adidas, ASICS, Saucony, and Clarks, with a consistent focus on limited runs and launch-driven releases. Its positioning has remained tied to sneaker distribution and community engagement rather than scale retail, functioning as a release point for high-demand product and partnerships.

That history is directly relevant to this release. Performance running footwear—specifically carbon-plated race models—has historically been distributed through performance channels, with limited crossover into boutique retail. This collaboration places a race-day silhouette, the Adizero Adios Pro 4, into that distribution model, aligning a technical product with a retailer typically associated with limited sneaker releases.

The design references the built environments surrounding Footpatrol’s London and Paris locations. The upper uses a one-way stretch textile with metallic three-stripe branding incorporating 3M reflective elements, while the midsole retains LIGHTSTRIKE PRO foam, paired with carbon-infused ENERGYRODS designed for propulsion and efficiency over distance.

The release is timed to coincide with marathon week and is available through Footpatrol’s retail and online channels. Creative Direction and Photography by Anthony Lee.

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SMOKING GOAT SHOREDITCH Smoking Goat is Shoreditch’s most ambitious bar and restaurant. Ben Chapman has taken the attention to detail, ferocious sourcing and sense of freedom that makes Kiln in Soho such a hit and transported it east in service of Thai drinking food at this cleverly reconfigured dive-bar.

PARSONS Parsons is a low-key Covent Garden wine bar, forefronting coastal regions, such as Galicia, Sicily, Jerez, South Africa, and New Zealand, while presenting accomplished seafood cooking, via a series of small plates: Potted shrimp croquettes (a classic); black rice with squid; and octopus with roast potatoes.

RAMBLA With its menu divided into sections labelled Cru, Mar and Muntanya — raw, sea and mountain — this Soho sibling to chef-patron Victor Garvey’s Sibarita and Enchant focuses on the food and wine of Catalonia (the name nods to Las Ramblas, Barcelona), with dishes such as calamari stuffed with prawn and lobster in ink sauce, and braised oxtail canelones with cheese sauce.

PASTAIO Stevie Parle’s sixth restaurant sits in the heart of Soho, offering a concise menu with a clear focus: fresh, hand-made pasta. There are classics: slow-cooked tomato sauce made with San Marzano’s finest; hero dishes not just for Instagram: potato ravioli with gravy and egg yolk; and successful innovations: fusilli with crab and marjoram.

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