Sneaker customization workshop for PUMA's Hacked Collection
Co:Collective, a one-of-a-kind strategic marketing agency, engaged ALT TERRAIN to help produce an industrial-themed, influencer-infused, workshop launch event in New York City for the kick-off of PUMA Hacked sneaker line.
Hacked is a footwear line celebrating people who view sneakers customization as a form of self-expression.
The sneaker workshop event, hosted by PUMA, Pensole, and Foot Locker, activated in a raw warehouse space, invited New York City creators, from a wide range of industries, to explore shoe customization, guided by DIY sneaker influencers.
Throughout the evening show customization influencers experienced four unique sneaker skill stations.
People posed for photos with their shoe creations, displayed them on exhibit-style podiums, and shared them on social.
Foot Locker then took the Hacked sneaker customization event concept on tour to their retail locations.
ALT TERRAIN assisted with event activation planning, coordination, fabrication, production, and management.
Why is this PUMA experiential workshop smart marketing?
1.) Engaged influencers outside the sneaker, footwear industry
2.) Created a fun, educational, inheritable shareable brand experience
3.) Enlisted influencers as co-collaborators, establishing a more authentic bond
4.) Influencers bring unique perspectives and content to product launches
5.) Influencers help brands breakthrough Instagram, TikTok Facebook algorithms
6.) Workshops with influencers create a sense of brand pride and ownership
If you are seeking creative events to attract, enlist, and empower influencers to spread the news about a product launch, ALT TERRAIN can assist!