VOCIES
OF
SNEAKERS
Airside, a new shopping mall in Kai Tak, has enlisted our agency to help engage younger audiences as part of its grand opening activations. To achieve this, we've partnered with StockX, a leading global sneaker platform, to curate an immersive exhibition titled "Voices of Sneakers."
"Voices of Sneakers" explores the evolution of functional footwear into a multitude of fashion statements. Tracing the humble origins of sneakers as rubber-soled canvas shoes in the late 1800s, the exhibition showcases how these utilitarian items have transformed over the past century, becoming inextricably linked to the development of modern sports and emerging as influential consumer goods.
Through captivating displays and interactive elements, "Voices of Sneakers" invites visitors to immerse themselves in the rich cultural legacy and ever-changing narratives that have shaped the sneaker industry. By collaborating with StockX, this exhibition aims to engage Airside's target younger demographic, fostering a deeper appreciation for the sneaker's journey from functional necessity to global fashion phenomenon.
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Curation and planning
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Branding and design
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Event Production
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Merchandise design & production
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Marketing strategy
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Opening event curation & co-ordination
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KOL management
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PR Management
SCOPE
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A true immersive and for all experience, combining retail, exhibition, interactive games, workshop / classes and football games for public, tenants and internal staff
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Designed & built the first 2v2 football court inside a shopping in HK and hosted first ever 2v2 competition
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Invited Umbro, an iconic football brand, for first ever pop-up shop, collaborating with local fashion brand Luddite
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Invited top local male and female footballers for opening event and hosted classes for kids
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Collaborate with top YouTubers to create social videos
HIGHLIGHT
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Average >15k visitors per weekend
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Total 150k visitors throughout entire exhibition period of 1 month
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Hundreds of social sharing from sneaker fans across social media platforms and expanded Airside mall target audience
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Generated hundreds of press coverage Generated $15M HKD PR value
IMPACT
