WORKSHOP BRINGS DISRUPTIVE WAY OF RELEASING SNEAKERS TO THE OQIUM NIKE JORDAN X OFF-WHITE DROP
When consumers are not necessarily spending time in-store, products and brands need integrated activations, just as engaging and interactive as coming together in the physical space.
The premium sneaker boutique Oqium wanted to create something different for the highly anticipated product drop of the Nike Jordan x Off-White collaboration, and WorkShop – The Full Service Retail Agency created a shopping and brand experience that went beyond.
Sneaker crop during the pandemic
WorkShop x Oqium and Nike
September 9 2020
Focusing on creating a local sense of community, WorkShop developed a digital scavenger hunt throughout the city of Amsterdam. The hunt consisted of 125 locations, a campaign site and physically placed stickers across the city with a unique code that unlocked the ability to purchase online.
The sneaker culture is a community always on the hunt for the newest drop, and rather than camping in front of a store to get their hands on an exclusively launched product, WorkShop created an actual hunt that respected social distancing rules. From the first Jordan that was banned from the NBA, Nike Jordans have always been a disruptive sneaker line.
By combining the iconic Jumpman with the map of Amsterdam, the release spoke to the target group in an authentic way and sparked comments on instagram like ”the best idea ever”, “never seen anything like this before”, “wish my local store would do something like this” and “f*cking geniuses”.
Oliver Gossler, General Manager and Head Buyer at Oqium, says “Amazing team at Workshop. The creativity and execution was spot on. It was the perfect project to kick off the relationship between Oqium x Workshop”. And Nike agrees; “This was brilliant. A new disruptive, in positive sense, way of releasing sneakers”.
For WorkShop, a successful product drop take several factors in to consideration. Gerwin Dors, Business Manager at WorkShop says, “Given our consumers are mobile first, we wanted to create a unique but and easy-to-use hunt mechanic to match the thrill of scoring high heat sneakers. We were able to captivate and engage with the local community while still impressing fans across the world. The scalable game format we created allows the concept to be rolled out to seamlessly to other store locations and cities.
We sold out every shoe in record breaking time. 2,5 hours.
Given our consumers are mobile-first, we wanted to create a unique and easy-to-use hunt mechanic to match the thrill of scoring high heat sneakers. We were able to captivate and engage with the local community while still impressing fans across the world. The scalable game format we created allows the concept to be rolled out to seamlessly to other store locations and cities.