Adidas Jumps on ‘Everything Is Cake’ Meme With Hyper-Realistic Sneaker Creation

The brand is giving away a limited run of ganache-coated sponge sneakers in London

Adidas / W Communications

LONDON—Have you ever heard someone describe something as good enough to eat? Well, these limited edition edible Adidas sneakers, created as a nod to the Everything Is Cake meme, are just that.

The brand has created a limited set of hyper-realistic chocolate cakes that look exactly like pairs of Adidas Originals ZX 2K Boost sneakers using chocolate ganache-coated sponge cake, yellow buttercream and orange flavor.

In recent months, social media has been flooded with images and videos of cakes so convincingly designed to look like other objects, they’ve made viewers skeptical about which household items are or aren’t cake.

Adidas’ tasty sponge sneakers will be available to residents of Whitechapel, East London, who can order them via Deliveroo this Wednesday, Aug. 26. They will given away free on a first-come, first-serve basis.

You can watch a short video of a pair of edible sneakers being crafted here:

The brand also had famous former English soccer player and sports commentator Ian Wright review the sneakers in a video before revealing that one of them was in fact a cake.

CREDITS:

Clients: Adidas / Deliveroo
PR agency: W Communications
Cake design: Sugar Street Studios


@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.
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