Advertising prides itself on being part of popular culture. In its proudest moments, it leads popular culture. This time, adidas is happy to follow in its path. The sports brand is using the “everything cake” trend on social media to promote its ZX 2K BOOST trainer.
On August 26, Londoners will be able to try to get an edible cake version of the trainer delivered to them by Deliveroo – free. As well as a free pair of the actual trainers. The cake is an exact replica of the trainer – same size, same bright red and yellow colours. It’s a chocolate ganache-coated chocolate sponge with a solar yellow-coloured orange-flavoured buttercream.
The adidas cake trainer won’t be easy to obtain. It’s in limited edition, available for one day only and the recipient has to live within a 2.5 kilometre radius of the Deliveroo Whitechapel Editions kitchen where the cakes are made. People can apply from midday on August 26 and delivery is free of charge, but all is offered on a first-come first-served basis.
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