OVERKILL'S EVENT RECAP 2024
In keeping with our long-standing tradition, we want to look back at our events and activations in 2024 at the end of the year. Let’s go.
After a somewhat quieter January, we had our first event in February. Two brands from the Overkill portfolio joined forces for the first time. The popular traditional Italian brand C.P. Company and the Japanese brand Asics have jointly designed the new Gel-Quantum 360 VIII model. The main store was created with the help of flowers in the colors of the shoes. For the first buyers of the Asics sneaker, there was an exclusive bag from C.P. Company on top. These could be personalized with the help of a print gun and expert instructions. As usual, drinks were on us and the guests were entertained with music.
At the beginning of March, one of the highlights of the whole year was on the horizon. Overkill celebrated its 20th anniversary. As befits Overkill, it was a little late, as the anniversary was celebrated in September 2023. But we had all the more to offer. Together with adidas, we released the “Anniversary Pack”, which consisted of three different models: ZX 6000, Equipment Guidance and Spiritain. True to the motto, the best of the 80s, 90s and 00s. In addition, all three models were also available as Friends & Family versions, allowing everyone to own one of these pairs. Despite the modest weather on the day, hundreds of ZX and EQT fans turned up at the release location. Thanks to the numerous participants, this Overkill x adidas release and the 20th birthday of Overkill can also be considered a complete success.
Every year in March, Nike celebrates Air Max Day. For this year's AMD, Nike has presented a new model. The Nike Air Max DN continues the legendary Air Max series. Together with Nike, Overkill hosted an Air Max Rave to celebrate this special day in style. The old C&A department store in Neukölln was completely remodeled in the Air Max design and offered the party animals plenty of space to let their hair down. The city's hottest electronic DJs created an exuberant atmosphere, the drinks were on us as usual and we danced, partied and drank until the early morning hours.
After a short break in spring, things got going again in early summer. The European Football Championship 2024 was held in Germany and we wouldn't be Overkill if we hadn't had something special to mark the occasion. Together with adidas, we created the perfect sneaker for this major event. The adidas ZX 8000 ‘Heimspiel’ is a tribute to the German national football team and features their colors. This model was exclusively available for purchase at Overkill in Berlin and Cologne. To promote the model properly, Overkill Marc slipped into the role of the groundsman. You can watch the cinematic masterpiece here.
At the beginning of July, the annual SEEK took place during Fashion Week. We continued our tradition of entertaining visitors to Seek with our own program. This year's program included the outdoor area with bars, food, FIFA games and music from the Overkill sound system. A very special item of clothing was also presented on this day. In keeping with the European Championships, there was a football jersey, which was created in close cooperation with IFA Berlin, SEEK, Sony and Overkill and was only available on this day. The away jersey was limited to 100 pieces and sold like hotcakes. The jersey was part of the IFA streetwear collection, which was also exhibited and released later in the year. More on this in a moment.
At the end of August, there was a nice activation by Overkill and Eastpak. The iconic brand with the backpacks and fanny packs launched its first hard-shell suitcases and Overkill was allowed to take over the market launch. Located on Torstraße in Mitte, the event location was transformed into a high-security area. Delicious Korean food from Son Kitchen, drinks from us and top-class musical accompaniment rounded off this event perfectly.
The IFA, Internationale Funk Ausstellung, celebrated its 100th anniversary in 2024. This was reason enough to launch their own streetwear collection, which was created in close collaboration with Overkill. We had our stand under the Funkturm, where the collection was presented to trade fair visitors and where they could shop directly. After the home version of the football jersey had already been presented at Seek, further modern, interpreted items of clothing in IFA style followed.
The new Nike Air Max SNDR model takes the iconic Air Max series into the future. For the release of the all-black colorway, we teamed up with Melisa Minca. We held an upcycling workshop with guests in the Gate showroom. Melisa introduced all participants to the interesting world of upcycling and each guest was able to design a piece for themselves and take home an Air Max SNDR too. Under Melisa's professional guidance, participants designed, cut and sewed to create unique new pieces.
Another highlight of the year came at the beginning of November. The successful SPZL subline from adidas celebrates its 10th anniversary in 2024. To celebrate this event in style, an entire collection was created together with the Italian brand C.P. Company. The curator of adidas SPZL, Gary Aspden, is known for high-quality advertising for each collection. This time there was a short film with various actors from the adidas cosmos. We used the occasion to rent a small cinema, show the film and present the collection in high-quality displays. Of course, there was popcorn for everyone and drinks on the house.
