London International Awards
2022 Winners and Finalists
Gold
Ambient & Activation
Fashion & Accessories
Entrant: | Edelman, New York |
Brand: | eBay |
Title: | "Wear Em Out Store" |
Corporate Name of Client: | eBay |
Client Sr. Manager, Digital & Social Media Comms: | Briana Gardner |
Client Director of Communications: | Emilie Furda |
Client Sr. Manager, Communications sneakers/fashion: | Evelyn Kha |
Head of Communications, eBay North America: | Caitlin Allen |
Media Company: | Edelman , New York |
PR Company: | Edelman, New York |
Agency: | Edelman, New York |
Chief Creative Officer: | Jeremy Bernstein |
Group Creative Director: | Sean Ellman |
Creative Director: | Berto Santana |
Associate Creative Directors: | Kaleah Horton/Alex Weinberg |
Executive Agency Producer: | Derek Gannon |
Senior Agency Producer: | Nassdja Anthony |
Agency Project Managers: | Taurie Steingart/Daniel Sharts/Alec Vazquez |
Agency Strategy Director: | Danielle Kellner |
SVP/Senior Agency Account Executive: | Linsey Mounger |
Agency Account Executive: | Jillian Daly |
VP/Senior Agency Account Executive: | Kristin Sundberg |
Agency Connections Strategy Supervisor: | Bridget Strawn |
Influencers: | Gabby Rosenthal/Julia Sabetta/Andre Yearwood |
Agency Executive Vice President, Head of Strategy: | Jeremy Busch |
Executive Vice President, Global Client: | Kim Niadna |
Agency Senior Manager, Social Strategy: | Mikayla Wilkinson |
Sr. Manager, DxI: | Devin Aubrey |
Associate, DxI: | Christopher Baldridge |
Senior Vice President, DXI Client Lead: | Molly Hamilton |
Director, Performance Analytics: | Allison Barrazotto |
Analyst, Performance Analytics: | Rachael Fissel |
Senior Analyst, Analytics: | Zoe Wang |
Senior Manager, Brand Experiences, UEG: | Rob Morean |
Director, Brand Experiences, UEG: | Bryan Fitzgibbon |
Executive Vice President, Lifestyle: | Jenna Marrone |
Description:
The eBay Wear ‘Em Out Store was a retail sneaker pop-up store that shook up the current state of the sneaker industry by giving shoppers below market prices if they committed to actually wearing pairs of coveted, limited-edition sneakers instead of keeping them as mint condition investment pieces. As the popularity of sneaker culture has boomed, the industry has been bombarded by greedy resellers and bots buying out retailers seconds after new designs drop, only to flip them for a profit. This leaves many sneakerheads unable to afford the pairs they actually want to wear on their feet. To reward the core sneaker community, eBay— the oldest and largest marketplace for both new AND pre-worn sneakers— built a first of it’s kind retail experience that gave guests an important choice: Either pay full resale price and keep the sneakers in “deadstock” condition, or lace ‘em up on the spot and wear ‘em out of the store for a discount. We worked with Rapper/Sneakerhead/Tastemaker Offset to curate the store with hundreds of the most popular pairs from Nike, Jordan, Yeezy and New Balance. To build tension and ensure the sneakers couldn’t be resold as new, shoppers who chose the “wear ‘em out price” had to walk a custom-built path of grass, gravel, and concrete on their way out the door. Each path experience was filmed, edited, and sent to shoppers on the spot to post on social media as the ultimate brag for their networks to see. The store was packed, with crowds around the block for three full days. People even camped out overnight to be first in line. The media and social response was massive, with an overwhelming amount of social comments begging the Wear ‘Em Out Store to come to different cities all over the world. This activation further cemented eBay as the platform that truly understands sneakerheads and sneakerhead culture.