Our content teams travelled to Berlin,
London, Paris and Milan to capture sneaker
culture across Europe. In each city, we
interviewed 10 local consumers about their
personal connection with sneakers.
The result was a mix of stories, memories, and glimpses into how sneaker culture fits into their lives and cities. Nothing scripted, nothing fake.
The resulting content was showcased across Europe via a massive campaign. Outdoor, digital, social and
retail channels were all pushed live in synch. While eight dedicated pop-up galleries at flagship locations
provided physical hubs for participating consumers to invite their friends and admire the result.
The unique consumer focused approach helped create record sell-through figures and resulted in critical
acclaim among target audiences and stakeholders alike.