Rereleasing a pair of sneakers worn by Madiba.

Hi-Tec South Africa

Give me the short version:

I got to work on the redesign and launch of a classic pair of Hi-Tec sneakers worn by former South African president, Nelson Mandela. Placing a brand perceived as “outdoor apparel” into the lifestyle & sneakerhead sphere.

THE TEASER

I developed assets for social and digital that began to tease the redesigned shoe, only revealing sections of the sneaker through tears of paper.

We created 67 unique numbered pairs that were then sent to influencers to help us reveal the new “Freedom 67s”.

THE Reveal

Along with the influencers we revealed the new Freedom 67s with social and digital content. The copy and design helped tell the story of the original pair, and the legacy they held.

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THE AUCTION

A unique numbered pair of Freedom 67s went on public auction. We drove traffic to the auction site with digital and social assets, as well as support from the influencers who received the other 66 numbered pairs.

CASE STUDY

other creative Credits

• ECD: Simon Spreckley • Design: Matthew Crisp • Copywriting: Eeden Eeckers • 3D: Kingsley Clutten • AR: Michael Rauwerdink • Case Study Animation: Kym Mitchell