(MANY) DESIGNERS ARE SNEAKER FREAKS
To reach the sneaker freak community and to go viral, we knew we had to involve famous designers, many of whom are certifiable sneaker freaks. So we launched the idea to print the stories on the backs of posters designed by them. And when the first designers seemed interested, the rest followed.
GOOD STORIES = GOOD SALES
The posters were not only meant for sneaker freaks. They were also given to store personnel. They could now read about the K-Swiss Classic and use these stories during a sales pitch in the store. And, of course, hang the posters in the stores.