RECAP: Mission ZX: Away from Home – Community, Football Culture, and an Unforgettable Release Day

On Friday, May 30, 2026, we celebrated the release of the OVERKILL x adidas ZX "Away from Home" pack together with you, and what was planned as a classic release day turned into one of the most wonderful community moments we’ve experienced in recent years.

It all started much earlier, though, as the first customer arrived outside our Berlin store on Thursday afternoon, officially kicking off the camp-out. In the hours that followed and right up until release day, the line kept growing. With perfect weather, the area in front of the store turned into a gathering spot for sneakerheads, football fans, and friends of OVERKILL. In the end, there were several hundred people waiting together for the release, chatting, and enjoying the special atmosphere. The actual release took place in our courtyard, where we had dedicated the entire space of our fashion concept store GATE to the “Away from Home” universe for a day.

In addition to the shoe distribution, visitors were treated to a varied program. Food and drinks were also provided: There was a barbecue, and thanks to our friends at Paulaner, free drinks were available. The relaxed atmosphere lasted throughout the day and made the courtyard the central gathering spot of the event.

Those who wanted to get creative could paint ceramic football-themed piggy banks or vases and give their own piece of football culture a unique look.

In the Gate showroom, the story behind the project came to life. The campaign photography was displayed on a large scale, the campaign video played on a big screen, and, of course, the final shoes and accompanying samples could be viewed up close. The space offered a rare glimpse into the project’s origins and the development of the pack.

Another highlight was the exhibition of Shirts of Cult - Jesse Rabbeljee’s project. In our former Women’s Store, Jesse presented an impressive collection of historical football memorabilia. On display were rare vintage jerseys, apparel, and accessories from various decades of football history. Many of the jerseys on display were even match-worn, including pieces from legends such as Diego Maradona, Felix Magath, and Andreas Brehme. The exhibition drew visitors all day long and quickly became one of the most talked-about highlights of the event.

Of course, the playful element couldn’t be missing either. In a dedicated area, visitors could compete against each other at the foosball table or play FIFA on the PlayStation - perfectly in line with the soccer theme that ran through the entire project.

Together with our friends from Team Sanity Base, we also offered various customization options. Black adidas Firebird track jackets could be personalized on-site with a selection of ten exclusive OVERKILL patches. Additionally, visitors had the option to have the back of coins engraved in the form of a keychain. Both offerings were heavily utilized throughout the day and resulted in many personalized keepsakes.

Buyers of the OVERKILL x adidas ZX “Away from Home” pack also got to enjoy a few nice extras. Every buyer received one of our OVERKILL football card sets for free, as well as a branded LOQI tote bag as a special release bonus.

To complement the launch, we also offered a selection of accompanying merchandise. In addition to T-shirts and hoodies, we created an exclusive collaboration T-shirt together with Shirts of Cult, which further highlighted the connection between sneaker and soccer culture.

What we remember most about this day is the atmosphere. The mood was exceptionally positive from start to finish. All program items were received with great enthusiasm, and we received an incredible amount of positive feedback from our community. It is moments like these that remind us time and again that releases can be so much more than just the launch of a product. They are opportunities to bring people together, celebrate shared interests, and bring culture to life.

Thank you to everyone who was there and helped make this day special for us. See you at the next release event.