Real hype happens when you play
Just like games are meant to be played, shoes are meant to be played in. With that insight, we launched “Never Played Out," a brand partnership campaign with adidas celebrating Xbox’s 20th anniversary. However, this was much more than your standard shoe drop. Our aim: inspire action and move culture.
We did it by breaking the most important rule of shoe drops: actually wearing the shoes. We ditched the polish and pristine and showed the shoes at play in the real world.
Never Played Out
Adidas x Xbox
Break ankles and turn heads
Drop One was inspired by skate tapes of the early '00s when the OG Xbox stepped on the scene, while Drop 2 was influenced by the streetball mixtapes of the mid-00s when the 360 dropped.
It played out like a series of time capsules, shot and edited to feel like a piece of history brought back to life — all in celebration of how play has changed over the past 20 years.
And with each grind and kickflip, dunk and behind-the-back (and yes, even across-the-map frags) we reaffirmed the message that both brands have always been played in, and how we do that is NEVER PLAYED OUT.
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Drop one
Kick. Push. Play. Xbox + adidas Originals Drop One combined a lowtop skateshoe with a colorway inspired by the original special edition Halo Xbox.
