In a recent campaign, adidas and Zalando marked a new chapter for the Adizero EVO SL, visualizing how the performance shoe can also serve as a staple lifestyle silhouette. Following their exploration, the brands recently reunited in Berlin to put on an immersive showcase that continued to shift perceptions around the shoe.
With the Adizero EVO SL celebrated for being extremely light, the event tapped into its trademark feature through the overarching theme, “LIGHTSPEED.” Ahead of the occasion, a CGI-designed invitation, merging high-contrast tones and flashing images, was sent out to guests to set the tone for the showcase. Its distinct sci-fi style was emulated on a grand scale as the industrial Vollgutlager venue was transformed with cascading wall-to-ceiling digital displays.
Specially curated by Setworx Berlin and Marathon Studio, the space featured several laser installations by digital artist Lucas Gutierrez. From vibrant laser screens to plunging beams that shone down on the silhouette, his works engulfed guests in contrasting forms of light to create a multi-sensory playground of motion and futuristic design. Alongside this, a light curtain crafted by Ksawery Komputery acted as a visual tapestry throughout the night, flickering between abstract line drawings and the dedicated “LIGHTSPEED” branding.
Elsewhere, Berlin-based label Hoe_mies enlisted DJs Abiba and Meg10 from its community to play a series of genre-blending sets. Positioned front and center, their sonic blends of hip-hop and dancehall to electronic beats complemented the immersive displays, bringing guests to match the speed of light with dance and celebration throughout the night.
Take a look back at the “LIGHTSPEED” event in Berlin by checking out the recap video above.
The adidas Adizero EVO SL is now available to shop on Zalando.
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