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Adidas Originals has created a rather bizarre 12-hour YouTube video featuring its new ZX sneaker and describes the extremely long-form work as typical of the “escapism content” consumed by teens online.
The video, on a channel titled “ZXience Network” features a stream of “oddly satisfying” ASMR-like clips that have only the trainer in common. It was created by Johannes Leonardo, which was named Adweek’s Breakthrough Agency of the Year for 2019, to tap into trend for surreal, absurd and “oddly satisfying” content online that “stimulates the senses” and is both soothing and bizarre.
The stream features a series of strange videos, including of a woman painting her face in the style of the shoe, and of a shoe being stretched out as if it were made of some sort of gum-like substance.