INSIGHTS, STRATEGY & IDEA

Create buzz around the limited edition re-launch of the classic 90s Airwalk sneaker, the Jim. Also re-establish Airwalk’s reputation with street culture.

We needed to reach sneaker freaks: people who are die-hard fans of sneakers, and crave exclusivity. Many had dismissed Airwalk years ago, so we needed to stand out from the typical sneaker launch, and create some excitement about the brand.

The Jim is an anti-gym shoe, originally designed for kids that don’t try out for the school football team, but hang out in skate parks and beaches instead.

That inspired us to find a buzz worthy idea that used locations like parks and beaches, paying homage to the shoe’s history, and made people feel like they were part of something exclusive.

EXECUTION

We made the world’s first-ever Invisible Pop Up Stores, in Washington Square Park NYC, and Venice Beach LA. Coupling together cell phones, GPS technology, and Augmented Reality, customers could only buy the Jim if they downloaded the app, went to a pre-determined location on a certain day, held up their phones, and took a photo of the AR Jim floating there. That allowed them to purchase the sneaker there and then.

With an initial PR release from Airwalk, sneaker blogs quickly picked up on it and spread the word.

RESULTS AND EFFECTIVENESS

We created an entirely new method of retail.
Airwalk’s e-store had its busiest day ever.
We generated $5 million of earned media in press, online and TV.
We re-established Airwalk’s link with street culture, and made them relevant again.