StudioXAG have collaborated with adidas Originals to launch a sneaker with a dynamic activation that creates bespoke content for a wider audience.

To spotlight the adidas ZX, this exclusive one-day event played host to a London based artist who created live artworks within the brand’s Hanbury Street store. Dressed in a custom made adidas branded boiler suit, the artist’s cutting-edge style reflects the playground of colour and experimentation from the campaign, further cementing the sneaker at the forefront of innovation.

Dressed in a custom-made adidas branded boiler suit, the artist’s cutting-edge works reflect the playground of colour and experimentation from the campaign. Visitors received a set of bespoke incense as a memento. Post-event, the artworks created during the event were flanked by oversized ZX logos.

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For the remainder of the launch, StudioXAG produced a series of minimalist windows and in-store installations at the brand’s Hanbury Street and Fouberts Place stores to spotlight the ZX with impact.

In the windows, a series of sleek fins graduating from lemon yellow to deep burnt orange accompany the sneaker, which hangs amongst integrated lighting and a metallic trefoil.

In-store at Fouberts Place, three stepped metalwork podiums zero in on the sneaker, accentuated by a trio of acrylic backdrops reinforcing the impactful gradient of colour.

Terry Clark
Author: Terry Clark

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