How can we take a traditional shoe care brand from Oxfords to Jordans—appealing to the modern sneaker head?
The Opportunity - When a new pair of limited edition sneakers are released, websites and apps are flooded with hopeful customers looking to cop the latest drops. Unfortunately, most sneaker fanatics are left empty handed, with their only option being to purchase through resellers who flip the product with a huge markup. Because of this, most rare shoe stock never leaves the closet, sitting on the shelf as an investment, never to be worn.
The Idea - Kiwi’s Dirty Shoe Drop changed that, while gaining relevancy in sneaker culture, by putting high-demand kicks back on people’s feet where they belong.
Kiwi secured scarce footwear, dirtied them up, and sent them out with their shoe cleaning and protection products. This way, customers could experience the product first hand while building the confidence to wear their favorite shoes.
(While working at TracyLocke)