Self-Expression Never Tasted so Sweet
Let Your Sole Out brought Gushers’ bold, expressive brand energy into sneaker and digital culture. Through a one-of-a-kind high-top sneaker drop launched in the metaverse, the campaign invited fans to embrace creativity, self-expression, and nostalgia in an unexpected new way.
Campaign
Let Your Sole Out
Brand
Gushers
Year
2024
Gushers | Let Your Sole Out
Hype Video
Case Study
The Details
-
Make Gushers cool with teens, but don’t drive any volume
(The brand was capacity constrained and unable to drive incremental volume without disrupting current orders, but still wanted to say relevant in culture with teens)
-
At the intersection of teen fashion and sneaker culture, we conceived a never-been-done custom shoe that dropped in both the digital & physical worlds. In collaboration with RAL7000 Studios, we created a limited-run, norm-defying shoe, complete with Gush liquid inside.
Then, partnering with Complex, a leading voice in sneaker culture, we met teens in the Metaverse, dropping our sneaker at digital festival, ComplexLand.
-
Brand Perception
Social Engagement
-
+15pt lift in key brand perception, “Gushers is a cool brand”
24.4K Metaverse interactions, 2x benchmark
4.87% engagement rate on editorial content, 80x above benchmark
-
Led Creative vision and strategy
Directed cross-agency partners through concepting, production, and launch
Oversaw development of the physical shoe and related digital content
Ensured alignment across cross-functional teams
Awards & Recognition
Global Bronze Winner
North America Silver Winner
