Adidas Went “Full Hybrid” in London, Debuted New Dropset Pro Colorway
Earlier this month, Adidas shared a study conducted by Focaldata, a London-based research company, which surveyed 2,401 UK adults aged 18-24 between August 14 and 24, 2026.
For the study, Focaldata sought to understand young people’s attitudes and opinions about hybrid fitness events. The results were of significant interest to Adidas, which, like other footwear and sportswear brands, is seeking to interest more people in the sport.
The Findings
According to the study, intimidation limits participation. It is the biggest barrier to participation among 18–24-year-olds, with many unsure where to start despite growing interest in the sport.
- 51% of young people say they would feel too intimidated to sign up for a hybrid fitness event.
- 48% of those familiar with hybrid fitness events but not yet signed up say they don’t know where to start.
- 30% cite the time required for training as a barrier.
- 30% cite the cost of competition entry as a barrier.
Some participants had already completed their first hybrid race or competition.
- 37% said it helped them build mental resilience and discipline.
- 34% felt more confident about trying new workouts or lifting heavier weights after completing a hybrid race.
- 33% made new friends or strengthened their fitness social circle.
Adidas’ GO FULL HYBRID Event
With all this in mind, Adidas launched their “GO FULL HYBRID” event at Duke of London, Brentford Riviera in early September, offering beginners and seasoned athletes access to coaching, practical training sessions, and the chance to try the new Adizero Dropset Pro – in case they hadn’t already.
- If you missed it, the shoe (released in June) combines the speed-focused innovation of the Adizero franchise with the stability features of the Dropset range, and it’s engineered for daily hybrid training.
The GO FULL HYBRID event became a two-day masterclass, designed to make hybrid fitness less intimidating for beginners and to help seasoned competitors sharpen their skills.
- “Held in a multi-story car park in Brentford, West London, the immersive experience challenged participants by placing stations across the levels, with the aim of sprinting between floors before crossing a rooftop finish line, creating a high-energy environment that reflected the demands of hybrid competition,” explained a spokesperson for the event.
On the first day, participants enjoyed a full-on festival experience featuring DJs, giveaways, and the chance to test the Adizero Dropset Pro in the all-new “Solar Turbo and Lucid Pink” colorway. The event welcomed athletes and fitness creators to put both the footwear and the hybrid arena to the test while benefiting from elite coaching sessions.
Coaching sessions took place the following day for members of the public, from hybrid-curious newcomers to experienced athletes, focusing on breaking down barriers to entry (such as intimidation and not knowing where to start) and encouraging broader participation in the sport.
Participants received expert coaching from renowned endurance coach Chris Hinshaw and his team, gaining practical insights and training tips to support their fitness journeys.
Notable attendees included HYROX Singles World Champion Alyssa McElheny, along with creators and athletes Jen Muir, Ollie Marchon, and The Harte Sisters.
