adidas was about to launch the new color collection for their zx model, shoes which were supposed to compete with other flagship sneakers from mainstream brands. However the premiere of the new adidas zx wasn't that anticipated. In other words - it wasn't premiere everyone was looking for.
We identified the new moment of excitement for sneakerheads. A moment after awaiting to order shoes and just before wearing them. We decided to own it and define it in an oddly satisfying way.
Unboxing videos are one of the greatest internet phenomenon. Usually brands concentrate on who is unboxing and what is inside. Because adidas zx 2k boost concentrates on the experience, we decided to focus on the experience of unboxing to be as unexpected as the shoes themselves.
We created a shoe box which you could experience with different senses. The see through box was filled with different kinds of slime which was custom made for the purpose of this campaign. The slime was created in the colors of the new ZX model, and has variety of textures - the crunchy shell on the top and softer, colorful slime inside. Taking the shoe off the box was a very intriguing experience, extremally well received by the influencers who got it.
We estimated 5 512 600 total number of contacts with adidas zx 2k boost campaign, doubled the estimation.
