Creating A New Fashion Icon
Launch the Zig Kinetica in a burst of hype, establishing the silhouette as a new cultural icon and drive sales via retail partner ASOS.
The Zig Kinetica helps you amplify your energy. We knew we had to communicate the intrinsic energy of the shoe with a campaign rooted in the energy of London street culture.
The integrated campaign focused on the theme of ‘Energy Amplified’ and tapped into the source of London’s creative energy. A 24-hour livestreamed launch event in collaboration with underground music platform Balamii Radio saw performances by some of the finest emerging energy makers in London: Novelist, Virgil Hawkins and Scuti, plus DJ sets from BBZ + Pxssy Palace as well as interactive energy installations.