TROLLI SOUR BRITE SNEAKS — Mike Collins / / Writer

TROLLI SOUR BRITE SNEAKS

Trolli wanted to develop a new product as a part of their continuing partnership with their bearded brand ambassador and NBA superstar James Harden. With the upcoming release of Harden's new pro sneaker with Adidas, we thought what better way to tap into a new market and capitilize on his star power than to make the first edible, gummie sneaker, available exclusively at 7-Eleven. To Launch the product we treated it like an exclusive shoe release, with teaser mini shoe boxes, social media campaign, influencer content and even a life size pair gummie replica of the Harden Vol.2.

CANDY SAMPLING / / NBA ALL-STAR WEEK LAUNCH

We created mini sampler shoeboxes to send to influencers and handout by the shoe-full at All-Star Weekend in Los Angles. In true sneaker fashion all mini-boxes teased fans with a drop date.

SNEAKER INFLUENCER CAMPAIGN

We created a kit complete with tiny hoodie, tiny socks, tiny basketball and, of course, a pair of Trolli Sour Brite Sneaks in their own tiny shoebox. Then, we sent them to some of the biggest sneaker influencers on the internet. Inspiring them to create and share their own tasty Trolli content across Facebook, Instagram and YouTube.

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REMIX YOUR KICKS

In honor of sneaker head culture, we wanted fans to totally customize our sneaks. So we created a breakthrough instagram story that reinvented the way candy could be “sampled, letting digitally savvy sneaker heads show off their skills using Instagram’s all-new remix function. Fans were so immersed in customizing Trolli kicks, they spent an average of 7+ minutes creating digital masterpieces.

REMIX ARTWORK

THE ART OF REMIX YOUR KICKS

The results of Remix Your Kicks blew us away. So, we compiled all the the Remix Your Kicks submissions into one gallery & interactive book: The Art of Remix Your Kicks.