adidas Hyperboost Sparks a Side Quest in 'Euphoria' Spot

Adidas has launched its new 'Euphoria’ campaign, directed by Alex Acy and produced by Object & Animal for Johannes Leonardo, highlighting the Hyperboost sneaker through a string of side quests and adventures.

The campaign treats the shoe as a launchpad. The idea is that when you put it on, the adventure begins. It moves fast, with quick cuts throughout, then breaks into super slow motion for contrast.

Each adventure plays out as a side quest, triggered by putting on the Hyperboost. The mix of fast paced and slow motion shots mirrors how it feels to wear the Hyperboost: quick bursts of speed, then a moment where everything slows down enough to notice. The shoe itself feels like it is part of the story, not just something worn in it.

Produced by Object & Animal, 'Euphoria' adds to the company’s growing roster of distinctive brand and campaign work.