TRIUMVIR NIKE SB SHOE
Project Overview:
Triumvir is a men’s streetwear/contemporary clothing line that was making splashes in the streetwear scene in the early 2000’s. As a result, we were invited by Nike’s Skateboarding division to collaborate on an exclusive shoe that will be sold in limited quantities in the United States and Asian. The Triumvir Nike SB dunk would go on to be one of the most well received Nike SB Mid-Dunks of the early 2000s and to this day.
Problem:
While our name was in the title, how do we amplify our involvement and not get overshadowed by the Nike marketing machine?
Solution:
Through careful comms planning, an enthusiast-first campaign that carefully seeded advanced looks of the new Nike sneaker to our die-hard fans, journalist and close-knit streetwear communities. Tastemakers were gifted advance release sneakers while die-hard fans were allowed to purchase the shoes at select locations that catered to our most enthusiastic fans. The shoes sold out at all locations within 24hrs.
My involvement: PR, comms planning, digital strategy and analytics
Relevant Links:
Triumvir is a men’s streetwear/contemporary clothing line that was making splashes in the streetwear scene in the early 2000’s. As a result, we were invited by Nike’s Skateboarding division to collaborate on an exclusive shoe that will be sold in limited quantities in the United States and Asian. The Triumvir Nike SB dunk would go on to be one of the most well received Nike SB Mid-Dunks of the early 2000s and to this day.
Problem:
While our name was in the title, how do we amplify our involvement and not get overshadowed by the Nike marketing machine?
Solution:
Through careful comms planning, an enthusiast-first campaign that carefully seeded advanced looks of the new Nike sneaker to our die-hard fans, journalist and close-knit streetwear communities. Tastemakers were gifted advance release sneakers while die-hard fans were allowed to purchase the shoes at select locations that catered to our most enthusiastic fans. The shoes sold out at all locations within 24hrs.
My involvement: PR, comms planning, digital strategy and analytics
Relevant Links:
