adidas Originals

ZX 2K Boost — FW2020

The ZXience Network

Since the 80s, the adidas Originals ZX has had “feeling” down to a science. While that’s easy to experience, it’s hard to explain. Well, it was. For the FW20 season of zx, we invented a TV network (think 2000s Adult Swim) inspired by the most oddly-satisfying corners of the Internet.

The ZXience Network is devoted to bringing the sensation of wearing the shoe to life by experimenting with feeling. Because there are over 12 hours of content, here is a mastercut which celebrates our favorite moments. Dive in, skip around. There’s a lot to get lost in.

In addition to the ZXience Network, we created campaign assets designed to help people Feel the ZXience. Rooted in the spirit of playful experimentation, these images capture how oddly-satisfying it feels to wear the shoe.

Press: Highsnobiety, AdAge Editor’s Pick, AdWeek, Muse by Clio, The Drum

Role: Copywriter (shared with Will Paugh)

Agency: Johannes Leonardo

Art Direction: Benson Rong, Juliana Gutowski

Creative Direction: Ray Smiling, Maclean Jackson

Design dIrectiON: Sarah Bassett, Florian Eberhardt