ADIDAS: THE ZXIENCE NETWORK
Adidas Made a Sprawling 12-Hour Ad Starring the ZX 2X Boost Sneaker
The ZX franchise is built on a legacy of experimentation. In the 1980s it introduced technology that redefined what a running shoe could do. Now as a lifestyle sneaker, it’s an experiment in feeling. The ZX 2K BOOST pushes the boundaries of logic in favor of pure satisfaction.
To introduce it to the world, we created THE ZXIENCE NETWORK: an always on, always oddly satisfying takeover of the adidas Originals YouTube channel.
THE ZXIENCE NETWORK turns the experience of wearing the ZX 2K BOOST into shows that stimulate the senses. We rallied creators from all corners of the oddly satisfying internet for content you can feel through watching. From slow motion hydraulic press videos to liquid nitrogen experiments, 3D animation and more, we created a full 12 hours of sensation inspired by a sneaker.
Tune in and Feel The ZXience.
MEET THE PRESS:
Adidas Blends Surreal, Satisfying Art and ASMR in a 12-Hour Video Starring Its New Shoe ADWEEK
Adidas Debuted a Streaming Network of ‘Oddly Satisfying’ Content Around a Single Sneaker ADAGE EDITOR’S PICK
Adidas ZXience Network With Johannes Leonardo ADSOFTHEWORLD
Adidas Made a Sprawling 12-Hour Ad Starring the ZX 2X Boost Sneaker
The ZX franchise is built on a legacy of experimentation. In the 1980s it introduced technology that redefined what a running shoe could do. Now as a lifestyle sneaker, it’s an experiment in feeling. The ZX 2K BOOST pushes the boundaries of logic in favor of pure satisfaction.
To introduce it to the world, we created THE ZXIENCE NETWORK: an always on, always oddly satisfying takeover of the adidas Originals YouTube channel.
THE ZXIENCE NETWORK turns the experience of wearing the ZX 2K BOOST into shows that stimulate the senses. We rallied creators from all corners of the oddly satisfying internet for content you can feel through watching. From slow motion hydraulic press videos to liquid nitrogen experiments, 3D animation and more, we created a full 12 hours of sensation inspired by a sneaker.
Tune in and Feel The ZXience.
MEET THE PRESS:
Adidas Blends Surreal, Satisfying Art and ASMR in a 12-Hour Video Starring Its New Shoe ADWEEK
Adidas Debuted a Streaming Network of ‘Oddly Satisfying’ Content Around a Single Sneaker ADAGE EDITOR’S PICK
Adidas ZXience Network With Johannes Leonardo ADSOFTHEWORLD
Project // adidas Originals The ZXience Netowrk
Agency // Johannes Leonardo
Senior Art Director / Juliana Gutowski
Senior Copy / Will Paugh
CD / Ray Smiling
CD / Maclean Jackson
Creatives / Benson Rong, Adam Van Dusen
Agency // Johannes Leonardo
Senior Art Director / Juliana Gutowski
Senior Copy / Will Paugh
CD / Ray Smiling
CD / Maclean Jackson
Creatives / Benson Rong, Adam Van Dusen
We built a creator-led content network inspired by the ZX 2K BOOST, tapping into the internet’s most hypnotic and culturally rich corners. From tattoo artists and nail designers to bakers, experimental creators, and Adult Swim–style animators, each collaborator produced work in their own voice — creating original content that felt native to their world, not imposed by a brand.
RETAIL ACTIVATIONS
Rooted in the ZX range's identity as the "mad scientist" of the Originals family, the in-store materials translated the campaign's surreal world into physical retail. The challenge: selling a sneaker built on feel — the Boost "squish" — during a pandemic. A custom seat and floor step let shoppers feel the cushioning through their body weight, no hands required. Visually sensorial displays did the rest — melting gradients and exaggerated textures that looked soft just by existing.
Rooted in the ZX range's identity as the "mad scientist" of the Originals family, the in-store materials translated the campaign's surreal world into physical retail. The challenge: selling a sneaker built on feel — the Boost "squish" — during a pandemic. A custom seat and floor step let shoppers feel the cushioning through their body weight, no hands required. Visually sensorial displays did the rest — melting gradients and exaggerated textures that looked soft just by existing.
WORLD DOMINATION
My team created a global toolkit that was implime
nted by markets across the world:
