OVERKILL x adidas
“The Missing Link”
 Berlin Release Recap

A new chapter in our shared history with adidas and a weekend that once again showed that, for us, a special release has always been about much more than just the
shoes.
On Saturday, September 26, we celebrated the In-store First release of our OVERKILL x adidas “The Missing Link” pack together with you. At the center of it all were the classic adidas ZX 8000 Overkill and the all-new adidas ZX 8094 Overkill, what is our interpretation of what might have happened if the design worlds of ZX and Equipment had crossed paths in 1994.

For the release, we wanted to take that idea beyond the two shoes themselves. So, for
one weekend, our Berlin store became the OVERKILL Atelier.

THE ATELIER COMES TO LIFE

The Atelier came to life on Friday evening, even before the official release. Otto Baum
kicked things off by building his so-called #ottotool live in front of an interested crowd. He then created his two works directly on the wall, turning what could have simply been an exhibition piece into a process our guests were able to experience from start to finish. Later that evening, things took an unexpected turn. Renowned graffiti artist Sicoer stopped by unannounced and
left a throw-up on the facade of our Women Store. A spontaneous moment that somehow perfectly fit a weekend centered around different forms of art, creativity, and urban culture. While the final preparations were still underway inside the store, another familiar ritual had already started outside: the camp-out. The first customers arrived on Friday to secure their spots for the release the following morning. Among them were two of our regulars from the UK, who once again made the trip all the way to Berlin for the release. Maximum
respect for that!

RELEASE DAY

By Saturday morning, everything was ready. Alongside works by Dr. Molrok, Dr.Yo, BASE23, N.O. Madski, Otto Baum and Mathias Weinfurter, the two main characters of the weekend were, of course, also part of the Atelier: the ZX 8000 Overkill and the new ZX 8094 Overkill. At 11 AM, we opened the doors, and the store and its different exhibition spaces quickly filled up. Familiar faces met new ones, and somewhere between sneakers, art, drinks, and conversations, exactly the kind of atmosphere that has defined our in-store releases for years began to take shape. It was especially great to see how much attention the exhibition itself received. The artworks weren’t simply treated as a backdrop for the sneaker release – people took their time to look at them, discuss them, and take photos. Each artist interpreted our shared starting point in their own individual way, adding another layer to the OVERKILL Atelier. The limited-edition art prints created specifically for the day and handed out with purchases of the shoes were just as well received. For us, this was an important part of the concept: anyone taking home a pair that day should also be able to take a small piece of the exhibition with them.

MORE THAN A RELEASE

“The Missing Link” started with the idea of connecting two defining chapters of adidas history: ZX and Equipment, archive and reinterpretation, the familiar and the new. But for us, that idea was never meant to exist only within the product itself. The OVERKILL Atelier, the artists, the works created live on site, Sicoer’s spontaneous appearance, the camp-out and, most importantly, everyone who came through on Saturday turned the release into something that went far beyond the two shoes. In the end, it was exactly the kind of release we love: a packed house, plenty of familiar and new faces, art on the walls, sneakers on feet and, above all, good
vibes.
A huge thank you to Dr. Molrok, Dr.Yo, BASE23, N.O. Madski, Otto Baum, Mathias Weinfurter & Sicoer, to adidas, and of course to every single one of you who came through, camped out, checked out the exhibition, picked up a pair, or simply spent a few hours with us. A special
shoutout also goes to our friend Boa One, who took care of the curation and
organization of the OVERKILL Atelier.
Berlin, that was a good one. See you at the next one.