adidas: ZX – Everything is Cake

adidas, a sportswear brand, launched its new Originals ZX trainer by partnering with Deliveroo to get an edible and wearable version of the shoe in customers' hands.

Overview

To launch the adidas Originals ZX trainer, we created the world's first edible sneaker drop and teamed up with Deliveroo to get an edible and wearable version of the shoe in customer's hands.

Launched during the summer of COVID-19, when our usually fashion-obsessed audience were now preoccupied by food trends and cooking. We threw ourselves in feet first to the world of food and created a highly creative item with a credible partner.