adidas Originals partners with South African Gamer on the latest ZX 2K BOOST

In 2020, adidas introduced the oddly satisfying realm of ZXience a world inspired by the tech of ZX. Since then, the “Feel the ZXience” narrative continued in a more sensorial and calming way establishing ZXience as a platform for innovation for years to come.

Since its original launch in 1984, the ZX series has been at the cutting edge of running shoe design. While ZX has often stood proud as adidas’ proving ground for new tech, today the brand flips this rich history of innovation on its head, celebrating the qualities of the new ZX 2K silhouettes: BASK IN THE GLOW.

Bask in the Glow

For this iteration of ZX 2K BOOST: BASK IN THE GLOW, adidas has partnered with competitive PC gamer Julia Robson and the DNMK Esports team to bring it to life locally. Speaking on the adidas collaboration and the role the digital world plays in today’s world, Julia and ThendoPlays said, “adidas has set a precedence for brands supporting and embracing the future, and we are so proud to be part of the ZX campaign. The bright colours, reflective highlights and gradient glow of this new colourway drew me to it says Julia. Add a dark room and a computer and my world is complete! Gamers are hooked on the glow of technology as it represents the warmth and comfort we receive from socialising and engaging within our ever-active online realms. The communities we are part of digitally give us a sense of solace from the unpredictable and difficult times we are experiencing during this global pandemic”.

The most notable change from previous silhouettes is the updated colourway. Inspired by motorsport, the fading of colours into one another is reminiscent of blurred city lights. This new palette brings its own satisfying cues, cooler gradients and a sleeker vibe while still being bold. The women’s exclusive models feature a gradient heel clip that wraps around the back of the Boost midsole, with reflective highlights and a robust yet soft upper. The men’s exclusive models feature an updated heel clip that matches the wrapped boost heel. Eyes may widen when you gaze into the satisfying gradient glow.

The next chapter of ZX is available now at adidas.co.za and at adidas Originals stores with prices starting from R2699. Follow the conversation on @adidasZA using #adidasZX, juliarobson and the DNMK team to learn more about eSports.

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