• 10-APR-2014

Unique adidas South Africa ZX Flux launch at AREA3

ZX Flux adidas Originals AREA3 Photo Nelis Botha 4
On Tuesday, 1 April 2014, adidas South Africa officially launched its latest offering of high-end sneakers: ZX Flux.

The global launch was celebrated locally at a bespoke event at AREA3 in Johannesburg where select media, key influencers as well as die-hard sneaker heads alike were invited to be a part of the greatly-anticipated release.

Invitees were each sent personalised packs, either containing their very own pair of ZX Flux or an RFID tag, as well as their event invite and relevant product media content. Those that received the pre-activated tags brought these to the event where each person could swipe their tag to open a specific locker in which their pair of the newly-unveiled sneakers was waiting for them in their size.

"We wanted a seeding mechanism that was as unique as the shoes it was created for. It was about capturing the attention of the people who treat sneaker collecting as a religion and being bold enough for them to give us their seal of approval," adds Fabrizia Degli Esposti, Brand Marketing and PR Specialist for adidas Originals, South Africa.

In attendance on the night were a range of local influencers and media, including Don't Look Down's Tebogo Mogola, Gaschette Magazine's Colin O'Mara Davies and Destiny Man's Kojo Baffoe. A number of bloggers, photographers and creative media influencers were also in attendance, including the likes of Jerri Mokgofe, Anthony Bila and Between 10 and 5's Uno de Waal.

Guests in attendance at the unique event were treated to a minimalistic, yet contrasting black and white scene, stripped back to the essentials as inspired by the shoe itself. Whilst the DJ entertained those in attendance with an eclectically-balanced set, pioneering South African online radio station Assembly Radio broadcast live, streaming not only to a simultaneous launch event being held at Cape Town boutique outfitters Smith & Abrahams, but also to digital listeners and consumers across the country as well as worldwide so that they too could be involved on the night.

A massive interactive digital display was unveiled on the night. "Our aim was for sneaker heads to get a real kick out of seeing the new ZX Flux in its unique colourways, so we built a large 4mx3m interactive display that used motion tracking technology to translate the movement of people into colourful and creative reveals of the different colourways of the ZX Flux available in store,"explains Bradley Stern, Senior Brand Marketing Manager at adidas South Africa.

To download hi-res images from the Johannesburg #AREA3 launch, go here.

Photos from the Cape Town Smith & Abrahams launch can be seen via BMK.