Versions include: 'A for army', 'C for Chrome', 'F for fire', 'G for glow', 'H for Hawaii', and 'V for velvet'.
Adidas Asia-Pacific head of marketing, Darren Chan, said the range capitalises on Adidas' broader brand positioning of sports and fashion lifestyle aimed at consumers, aged 15 to 24, in Hong Kong, China, Singapore, Thailand, the Philippines and Korea.
"The designs are funky and cool and the product and the ads are about self-expression, individualism and freedom of spirit which we, as Adidas, personify, he said.
The campaign - developed by new, Hong Kong-based shop Bang - has a striking POS execution, which features model combat soldiers for the 'Army' version, barbecue pits for 'Fire' and perspex water shooting out of a shoe for 'Water'. Bang managing partner and creative director, Chris Kyme, said the aim was "to make the print ads come alive in the shop window. You cannot simply take the print ad and stick it behind the shoe. It won't work".
Kyme added: "This is the way to do it because every shoe is unique. They are all running shoes but they are pushing at the forefront of fashion and the aim of the campaign is to drive sales."
Chan said that the campaign's tagline, 'Speak with your feet', epitomises Adidas' positioning. "We're continually pushing the envelope where innovation is concerned."
But he said alphazeta was not simply an innovation for the sake of innovation.
"It is not just a new design. We have conducted widescale research and every decision we make is a strategic one and we pack new products with appropriate marketing communications programmes."
Compared with the West, Chan said a key difference was that Asians were more lifestyle and fashion-oriented but placed less emphasis on sport.
"If we hit a home run, perhaps some time later alphazeta could become a collectors' item in this region and in other regions that could be true as well, said Chan.
