At a time when the sneakers industry was awash with fakes and flippers fighting for quick profits, we were challenged with increasing authority and share of voice of eBay Sneakers - reasserting them as an authority in this sector whilst building brand awareness and love.

Against a backdrop of encroaching competitors and flippers gorging the price of the sneaker resell market, eBay wanted to win back the real fans. ​

Using peer-to-peer advocacy and experiential activations to connect eBay with real sneakerheads online and in-person.​

We were the lead agency on the ‘OG Drops’ campaign, which let real sneakerheads buy iconic kicks at their original retail price – not the inflated cost pumped up by flippers. Over a year of activity, peppered with live events and amplified by creators embedded in the subculture, we brought the community together to shop kicks at an accessible price.​

This campaign brought the sneaker community together in person and achieved huge success versus hard objectives. It also exceeded everyone’s expectations with: 2.6K direct engagements with our activation; 29.7K UGC on campaign content and drew attention from press (including Hypebeast, Business Insider and Metro).