Our objective was to build anticipation around the launch of James Harden’s first signature shoe, Harden Vol. 1.
We then drove engagement and sales by creating a campaign that would demand attention in the marketplace.
The result was a cross-platform campaign with one goal: to disrupt. Prior to the launch we activated ‘Project Harden’, an innovative Instagram account built to tease the shoe and give consumers an inclusive look into the creation process. After the reveal, we continued to expand our story through disruptive digital, social, print and retail tools.