Having become one of the most sought-after sneakers for this year’s marathons, the Adizero EVO SL now lands in a new adidas campaign on Zalando that explores the silhouette’s performance and style in places other than racetracks.
Set against Paris’ bustling cityscape with locals on the go, the visuals use the tapestry of modern-day life to showcase the running shoe’s all-around adaptability. Moving from cafés to flower shops and navigating busy streets in between, they are captured in parallel as they use the Adizero’s cutting-edge technology – in particular the Lighstrike Pro Foam – to keep up the momentum of their daily commutes in the city.
Helping to illustrate the story, an accompanying lookbook layers static images of the respective campaign stars with dynamic shots of runners in motion. The distinct contrast of these two communities is further highlighted by editorial styling, which places the hero duo in a wardrobe of athleisurewear pieces while runners are dressed in lightweight T-shirts and shorts. Though their style and speed remain different, each image shows how the running shoe can shift seamlessly between their worlds.
To celebrate the launch of the new campaign, adidas and Zalando will be hosting an event at Vollgutlager Berlin on June 26, which is set to explore the relationship between speed, light, and motion. The immersive showcase will deliver DJ sets and futuristic exhibits as well as interactive installations.
Stay tuned to the brand’s channels to find out more about the upcoming event. You can also shop the adidas Adizero EVO SL on Zalando’s website now.
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