Gold Toe
Guerilla Marketing Activation
Gold Toe launches underwear line with statue takeovers in New York City
Gold Toe, one of the world’s largest sock brands, unveils their new underwear and t-shirt line during NYFW with statue takeovers.
Throughout New York City, Gold Toe-branded t-shirts and underwear adorn famous public statues, including the Wall Street Bull in the Financial District.
This guerilla marketing campaign occurred 10+ years ago, but is still revered to this day.
Brnad marketers to professors still reference it as a perfect NYFW guerilla marketing stunt.
8 statues, 4,000,000+ brand impressions, nuff said.
What did it take to bring this to life?
Firstly, the courage for a brand to do something the pushes the norms of society.
Secondly, lots of planning, scouting, production, and prep.
Thirdly, documenting everything – from the behind-the-scenes to activation.
And, finally, enlisting NYFW media and social to amplify the activity.
Why is this guerrilla marketing initiative recalled to this day?
Creating a Stir
The brand took a risk, but you know what they say - no risk, no reward.
Breaking Through
Activation broke through the saturated, high-end fashion, media coverage during NYFW.
Memorable
To this day, it is remembered as one of the all time great marketing stunts.
ALT TERRAIN supports brands with original and noteworthy guerilla marketing activations during NYFW.
