We needed a way to create hype around launching 22 shoes in a collection that connect shoes from the past with soles from the present.
We opened the experience to our social audience. Live at the Never Made Cobbler Shop, we captured a real life cobbler and shoe customizer, Jack the Ripper- create a shoe by leveraging instagram live, Instagram polling, instagram Q&A, and instagram stories. We crowd sourced the design of the shoe and the name.
The Iniki x 4D sold out in seconds, as did the rest of the original NeverMade collection