Thanks for the input, I managed to figure it out now I think.
I had actually installed “longest” drive side adapter, which was already previously on the kickr v6 when I was using it with a Shimano cassette. The key difference was: on all my other bike frames I had installed the adapter rather tight with a wrench. For the Zwift frame it seems I need to turn it outside to give the frame enough clearance and remove the lock nut?!
It seems weird to me that it’s now not tight as before, but I guess with the thru axle tightened it’s all good?
It would be helpful if the manual would state: hey “dont tighten your drive side axle adapter” or say that depending on trainer clearance it might have to be loosened. Perhaps thats common knowledge but on none of my previous bikes did I ever have to adjust this adapter, just swap the right piece depending on SRAM or Shimano hub.
It’s still PRETTY tight but no more rubbing at least.
not so Fun fact: none of the QR codes in the manuals worked for me. All lead to the main zwift home page so that didn’t help either during the process…but at least we got a printed manual on how to fit pedals.