Edible and wearable: adidas UK goes viral with ZX trainer release
  • 18.08.2020
  • W Admin

Edible and wearable: adidas UK goes viral with ZX trainer release

Everything is cake. Nothing is real

Good enough to eat? Our limited-edition edible adidas sneakers were created to emulate the oddly satisfying squishiness and bold colourways of adidas’ new trainer ZX 2K BOOST cake trainers. Created and delivered in partnership with Deliveroo, the hyper-realistic chocolate cakes added a parallel dimension to a typical trainer drop, bringing them to life in edible form and causing a flurry of national headlines.

Designed to target gen Z social media users with covetable creative, the drop drove shareability before being made public. Only then, with heightened anticipation, did a dark kitchen appear with the edible trainer cakes and a fresh pair of the ZX 2K BOOST trainers, available on a first come first served basis via the Deliveroo App. It was the first time the delivery partner has delivered apparel to its customers.

The ZX 2K BOOST edible cake trainers hit all our senses, with 1.2 billion potential views in titles like GQ, PAUSE, BBC, Daily Mail, Sunday Times Food, Evening Standard, Campaign and Trend Hunter. It also attracted celeb fandom from the likes of Ian Wright, Niko B, Mahalia, Amelia Dimoldenberg and Tobi J.