Seeding Campaign

The Challenge:
The launch of adiZERO Evo SL needed to build desirability with Gen Z and Gen Y runners while maintaining credibility within the running community. The challenge was to generate excitement and awareness through culture-led touchpoints, encourage genuine product trial, and create a clear connection back to retail without relying on a traditional mass launch.

The Solution:
The approach blended community, experience and commerce. By using targeted seeding as the entry point, the work focused on runners who influence culture through participation, not promotion. Activations and in-store moments were designed to support trial and conversation, creating a pathway from discovery to purchase that felt organic rather than transactional.

The Idea:
adiZERO Evo SL was introduced through the running community itself. A curated seeding program across Melbourne and Sydney placed the shoe with key runners and crews, supported by local activations and retail moments that encouraged hands-on trial.

Rather than separating brand, culture and commerce, the work treated them as a single ecosystem. Performance lived on the road, credibility grew through peer-to-peer endorsement, and retail became a natural extension of the experience, positioning Evo SL as part of the fast-running movement, not just another product launch.