Berlin – The fashion e-commerce site is focusing on the sneaker market with a campaign that celebrates the online network for sneaker fans.
Created by London agency Superimpose, Join the Sneakernet employs a playful visual identity that uses CGI to build a series of virtual scenes. Each scene depicts a moment associated with sneaker shopping, from queueing to photographing the perfect shoe shot.
The campaign invites Generation Z sneaker fans to buy from Zalando rather than partaking in traditional streetwear drops, in which shoppers must compete with others for limited editions pieces. With the campaign, Zalando is not just experimenting with an eye-catching virtual aesthetic, but is making hype culture accessible to all.
Read our Design Direction Poly-reality to explore this new aesthetic that celebrates all things digital and artificial, and challenges notions of authenticity.