From the heart of Berlin to the OFFSPRING community.
Ahead of the UK-exclusive launch of the @overkillshop x adidas ZX 8000 and ZX 8094, we headed to Berlin to sit down with OVERKILL founder Marc and explore the culture, community and enduring legacy of the ZX franchise.
For their latest collaboration with adidas Consortium, Berlin retailer OVERKILL bridges two iconic eras of adidas footwear, bringing ZX and Equipment together in one considered release - ‘The Missing Link’ pack.
The pack features the adidas ZX 8000 OVERKILL alongside the debut of the adidas ZX 8094 OVERKILL, a new hybrid silhouette that fuses classic ZX design language with details pulled from the 1991 EQT Support. Tying the two together, adidas' signature EQT Green runs throughout, while distinctive Torsion-inspired details pay homage to the technical innovations that helped define the era.
Blending archive influences with a fresh perspective, the pack explores the space between past and present, celebrating the legacy of ZX and EQT through both familiar forms and something entirely new.
What makes the ZX community different from other sneaker communities?
The ZX community is very passionate and has a keen eye for detail. ZX enthusiasts are very loyal, for them ZX is not just a passing trend - the style usually stays with them for life.
One a ZX enthusiast... always a ZX enthusiast.
How have you seen the community evolve?
First of all, it’s worth noting that the ZX community is very loyal and dedicated. The older generation of ZX wearers pass on their knowledge and passion for the product to younger generations; this natural growth ensures the future of ZX. We continue to pass on the style from the 90s to the present day, from generation to generation.
Why is it important to continue investing in the people behind the culture rather than just the product?
Knowledge is a magical force and makes all the difference. Authentic individuals who channel all their passion into working hard with an eye for detail and giving their all for the consumer are irreplaceable. The product is influenced by many factors: materials, colours, details, the right quantities, the right distribution strategy – it takes a keen instinct to know which models and in what quantities the market can sustain. All of this is also based on the years of experience of the people who have been driving this culture for decades.
What is it about ZX that keeps people engaged decade after decade?
In the early 1990s, the ZX series was a status symbol for top quality. The colour schemes were very polarising (e.g. the ZX8000 Aqua). The Torsion System provided the necessary comfort and became a household name amongst enthusiasts. When it was launched onto the market as a performance product, numerous athletes were kitted out with ZX trainers; many of our childhood idols wore ZX trainers, and that had a big influence on us.
Despite being retailers in different markets, there seems to be a genuine respect between OFFSPRING and OVERKILL. What doest that come from?
Our interactions over the last few years have always been friendly and respectful – that’s always the starting point. It’s also striking that everyone in their home market is constantly striving to promote ZX, so our interests align. When it comes to ZX, we appreciate it when shops like OGspring support the storytelling around ZX. What we’d rather not see is accounts playing ZX that haven’t contributed anything to the culture behind it.
When people look back at this era of ZX, what do you hope they'll remember about the community that helped shape it?
Let’s hope the 90s vibe will always be remembered – those years were so significant for the creation of the ZX.
The ZX series also laid the foundations for the EQT series, which is another important part of the history books.
How was your perception of competition changed over the years?
Competition can be significantly controlled and influenced by Adidas. It is important here to choose the right partners who are genuinely committed to the product. Proper distribution and controlled volumes play a huge role. ZX is not suitable for every account, and demand varies across different markets; one must act very sensitively to protect this successful franchise.
In my opinion, adidas is aware of these circumstances and great care has been taken to ensure that this franchise remains reserved for accounts that are authentic to ZX. If ZX is to remain successful, a delicate touch is essential. It is not a product range that can be over-exploited.
What excites you most about the future of ZX?
It’s always exciting to continue developing the ZX.
Alongside the existing iconic OG models, ongoing development is an exciting process that will continue to play a key role in the future.
The ZX 10,000 is a good example, as are hybrid designs such as the ZX 8500.
How can the next generation discover ZX?
On the one hand, the current ZX generation passes on its knowledge to those around them; on the other hand, adidas has the power to set marketing priorities that can have a significant influence on tapping into new target groups.
What do you hope people are still saying about ZX in 20 years time?
"I want, I can..."
More than just a silhouette, ZX has become a shared language between two cities, connecting generations of collectors, enthusiasts and communities through a mutual appreciation for the Three Stripes.
With both OVERKILL and OFFSPRING deeply rooted in the ZX community, this partnership is a natural coming together of two communities united by a shared appreciation for the silhouette and everything it represents.
Massive thank you to Marc and the entire OVERKILL team for having us over in their space and partnering with us on this launch.
The OVERKILL x adidas ZX 'The Missing Link' pack launches on the 16th of October at OFFSPRING online and in stores.
