Adidas Publishes Limited Edition Issue Of Classic Sci-Fi Magazine ‘Omni’ As ZX 5K Boost Sneaker Promo

To hype the launch of its latest ZX 5k Boost sneakers, Adidas rebooted a much-loved science fiction magazine from the 1970s – Omni – with a new 54-page publication titled ‘ZXience Fiction Issue’.

The adidas Originals marketing initiative, which was developed with agency Johannes Leonardo, was based around a limited 2,300 physical copy run available at select retail stores.

The new issue’s retro cover was created by sci-fi illustrator Robert Beatty and seeks to reflect and refresh the soulfully futuristic vibe of Omni’s ’80s heyday with articles and imagery full of insights, ideas observations and factoids aimed at engaging Gen-Z sneakerheads and sci-fi aficionados.

Omni, first published in 1978, was a sci-fi newsstand staple known for colourful cover art of distinctive graphics accompanying fiction pieces from writers such as George RR Martin, William Gibson, Stephen King, as well as long form articles on scientific study ranging from deep space, the Earth’s oceans and the human brain. The mission behind the branded magazine’s revival is explained in the forward:

“In the ZXience Issue, we celebrate time as the key to innovation, because innovation takes time. From 1978 to 1997, Omni Magazine transformed science fiction into a genre. What started as a passion project turned into a platform for emerging artists, and over the years launched the careers of some of the most influential creators in the community. We want the ZXience Issue to do the same.

As you turn the pages, you’ll notice how essential time is to creativity. A fuel, almost, which causes the seconds, minutes and hours to create change—forming layers of new context one can see only under a microscope. Every article looks at time from a different angle. Every page, another exploration of how influential an hour can be on global creative culture.”

Adidas sneakers/trainers dominant much of the content: including a 6-page spread by scientist, educator and artist Dr Gary Greenberg who presents the ZX 5K through a 3-D microscope and via enhanced by imaging software in a process which transforms laces, treads and canvas into surreal landscapes and seascapes with shots resembling neural pathways or strands of DNA.

Other highlights include the ‘Ode to the Originals’ cover story: a fiction piece by Vogue contributor Samira Larouci which places the sneakers in a Martian scenario set 64 years in the future.

Other notable content includes an interview with stylist Haley Wolfson on the topic ‘What To Wear On Mars’ accompanied by a self-shot photo gallery and custom type from Aleksi Tammi.

While excerpts from the magazine were digitally deployed as social and PR promotional content pieces, the full edition wasn’t not produced in digital format as, according to the agency, “we wanted the print version to be a collector’s item”.

“Science fiction has always been an inspiration for streetwear. Elements from Akira, Blade Runner and Dune appear on some of the most famous and most iconic runways,” explained the agency in the initiative’s PR material. “Plus, both Adidas came into their own in the 1980s, so licensing the title felt like a fun fit”.

“All the collaborators were also major fans of the original Omni, so the whole process was extremely fun and we were able to create stories that feel personal and niche—just like the Omni reader would expect,” said Johannes Leonardo Design Director Sarah Bassett (who was the project’s creative lead). “It was important for us to retain the original design aesthetics of the magazine. We were very specific about matching the fonts, layout templates and photographic styles from the past print issues,” she says. “We wanted it to feel as close to the original as possible and pay tribute to the magazine’s legacy in an authentic way.”

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(Sorry, we couldn’t resist).