The Hype #051 The Hype #051
Welcome to The Hype. Our fortnightly drop of culture from Hyperactive HQ. Bringing you our top selects from the worlds of brand experience, marketing, entertainment and technology.
![Empower Station](https://wearehyperactive.com/app/uploads/2022/11/Empower-Station-700x458.jpg)
To launch adidas’ new store at Battersea Power Station, Hyperactive created the ‘Empower Station’ – a hybrid IRL and URL concept offering empowering sessions, fitness classes and insights to the local community, in collaboration with iconic Team GB athletes.
![Burbery x Minecraft](https://wearehyperactive.com/app/uploads/2022/11/Burbery-x-Minecraft-700x458.jpg)
In perhaps the metaverse’s most unexpected pairing, “Burberry: Freedom to go beyond” is a new Minecraft adventure that showcases a virtual Burberry capsule collection and is available to purchase in the real world.
![Merky FC](https://wearehyperactive.com/app/uploads/2022/11/Merky-FC-700x458.jpg)
To address the imbalance in black representation in the wider football industry, adidas and Stormzy have launched MurkyFC, a project that aims to provide opportunities to young Black people off the pitch to level the playing field.
Check out some of our latest work here