adidas’ Actual Cake Sneakers Will Make You So Hungry, You Could Eat A Shoe
By Mikelle Leow, 24 Aug 2020
Video screenshot via Deliveroo
adidas’ newest sneaker campaign proves what the internet already knows: everything is cake.
The footwear giant kicks the viral “everything is cake” meme—where objects are sliced into to reveal that they are, in fact, masterfully disguised cakes—up a notch in a collaboration with UK food delivery service Deliveroo to promote its new ZX 2K Boost sneakers, which have been recreated as life-sized cakes.
Don’t let the rubber outsoles and mesh and TPU uppers fool you. They’re illusions of a chocolate ganache cake crafted by Sugar Street Studios in a campaign produced by PR agency W Communications.
From midday on 26 August, Deliveroo customers living in Whitechapel, London could be in the running for free footwear alongside the sneakers’ edible counterparts by launching the Deliveroo app, Campaign reports.
Whoever gets the cake and eats its shoe will have to live within 1.5 miles from Deliveroo’s Whitechapel Editions kitchen, and will be chosen on a first come, first serve basis.
The secret’s out! We’ve partnered with @adidasUK for a collab like no other. On the 26th we’ll be giving a lucky few the chance to receive a pair of adidas Originals new ZX 2K BOOST trainers and an edible life-size cake version too! Set your alarms ⏰#adidasZX #EverythingIsCake pic.twitter.com/MRGoHWAYt1— deliveroo (@Deliveroo) August 20, 2020
[via Campaign, cover image via Deliveroo]
More related news