The Brief
With the ZX — Adidas' most significant original silhouette — set to launch, the regional team lacked the creative assets needed for execution. We were brought in to develop the full campaign toolkit, which was subsequently distributed and implemented throughout Adidas retail locations in the region.
Key Visuals
Five key visuals were developed—one for each ZX style—each rooted in the raw, textured energy
of the urban landscape. Working closely with a photographer from pre-production through to set,
we art directed a series of shots that balanced grit with vibrancy, placing each silhouette against the lived-in details of city environments. The result was a cohesive yet distinct suite of images that felt
true to the ZX's street heritage while carrying the bold, energetic tone the campaign demanded.
Assets Toolkit
The campaign toolkit was built to work across every digital touchpoint, from thumb-stopping mobile formats to high-impact site takeovers — ensuring the ZX showed up consistently and boldly across the region.
Paid Digital
Across mobile banners, display ads, and a Hypebeast website takeover, each format was adapted to showcase all five ZX styles against their urban backdrop— maintaining the gritty, energetic feel of the key visuals at every size and placement.
Banner Ads
Website Takeover
On Adidas' own platforms, hero website banners and social assets for Facebook and Instagram carried the campaign's visual identity through to the brand's direct audience, keeping the look and feel tight across every owned touchpoint.
Social Media
Website Banner
Mobile Banners
Owned Channels
PR & Media Assets
Beyond the campaign toolkit, a suite of PR and media assets were produced to support press coverage and editorial placement across the region.
Visual Merchandising
The campaign extended into the retail environment through a full suite of visual merchandising assets — including window displays and point-of-sale materials, bringing the ZX's urban energy directly into Adidas stores across the region.
To drive in-store engagement, lucky draw mechanics were developed to reward customers and create excitement around the ZX launch, turning the retail experience into an event.
Window Display
Large-format window displays carried the campaign's key visuals to the street level, making the ZX impossible to miss before customers even stepped inside.
Standard
Freestanding units placed on the store floor gave each ZX style its own dedicated moment, drawing shoppers in and encouraging closer interaction with the full range.
Free Standing Units
Point of Sale
Tentcard
POS materials ensured the campaign remained consistent at the moment of purchase — reinforcing the ZX story right through to the final step of the
customer journey.
Wobbler
Fitting Rooms
Spectacular
Shoe Cage
