Rollercoaster Prod.

Zalando x New Balance ABZORB

Event space lit in purple with a display, Zalando x New Balance ABZORB The Queue
Crowd under neon lights at the Zalando x New Balance ABZORB event
Food truck inside a warehouse, Zalando x New Balance ABZORB Now Serving
Woman posing under neon light at the ABZORB launch
Dancing crowd in a dark hall with purple light, ABZORB launch

  • Client

    • Zalando
    • New Balance

  • Creative Director

    • Kaddie Rothe

  • Service

    • Concept / Creative Direction

For Zalando × New Balance ABZORB, we didn't just launch a sneaker. We created something worth waiting for. With THE QUEUE, we turned sneaker-drop anticipation into the campaign itself: a food-truck-inspired world where showing up, hanging around and being part of the line became part of the experience. Under NOW SERVING, ABZORB collided with queue culture, snacks, looks and just the right amount of chaos – turning waiting from the boring bit before something happens into the place where it was all happening.