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    WILL SPARKS X ATHLETIKAN

    WILL SPARKS X ATHLETIKAN

    Melbourne born >> ATHLETIKAN’s first ever collaboration.

    Sneaker collaborations have long been a trend globally. Brands teaming up with talent who represent their brands core values and creating limited edition drops with them.

    In December 2017, 6 months into us operating and after three sold out releases to kickstart the business.  We decided it was time to turn things up a notch.

    We wanted to bring out a sneaker with someone who represented our brands core values at mass. The key criteria was Melbourne, music, fitness, fashion and a fan base that would respond. Something that would go viral.

    Enter Will Sparks. Melbourne born and Australia's number 1 DJ.

    We reached out to one of our main ambassadors Danny Kennedy who is a Personal trainer and who coincidentally trains Will to touch base about the concept. Will epitomised everything we were after with a collaboration and has a massive passion in fitness all year round. Especially while touring the world. Will was keen.

    From there it was about making the collaboration epic. Matt, our designer put together some concepts. Will ticked off his favourite.

    Now it was time for execution.

    The marketing campaign was put together, the press release was sent out and the photoshoot and videoshoot took place at Albert Park. Will pumped out some iron with Danny, jumped in his matted out Mercedes around the beautiful Albert Park lake with the city skyline glistening on a mild Mebourne Autumn afternoon in his fresh new Will Sparks X Athletikan kicks. What's more Melbourne than that? 

    We were all set for reveal night. What transpired next was epic. 

    May 13 @ 7PM, 6 months after the idea sprung to mind and the decision to collaborate with Will was decided, everything went live. The story was told with the epic Albert Park campaign imagery. Will posted on his socials, we posted on ours. Ads were running on social and we received some PR. 

    We woke up on May 14 with 2400 people on the waiting list for a 400 pair release and over 100,000 views on the facebook video which was posted. It went viral. 

    The release two weeks later sold out in minutes. Orders going around the world to Wills fans.

    Every box was ticked for this campaign and collaboration. A blacked out V2 followed and keep your eyes peeled for a V3 at a later date....

     

    THE STORY SO FAR.

    THE STORY SO FAR.

    ATHLETIKAN ‚Äď Melbourne born

    Sneakers have always been a key fashion piece and statement. Athleisure wear is a booming trend worldwide, particularly here in Melbourne, Australia.

    Two Melbourne friends, who both had a passion for fitness, fashion and sneakers. Robbie Ball and Joe Tamburrino saw a gap. This was to create sneakers that could be taken from the street to the gym. 

    Welcome ATHLETIKAN. A HYPE and limited release sneaker label catered for the fashion fit.

    The key focus was to create high quality sneakers that would only be released in limited runs. Exclusive sneakers that could only be bought on a first in, first served basis.

    Influencers got the brand and product out there. Those with massive social followings who believed in the product and story. These ranged from high profile  athletes, social influencers and reality TV stars wearing and promoting our product to their thousands upon thousands of followers.

    With a waiting list of over 3000 people for our first release of only 500 pairs of shoes, they sold out in seconds.

    We made headlines and received nationwide press coverage in many of the big editorials including the Herald Sun, The Age, Broadsheet, Fashion Journal and Boss Hunting to name a few.

    Since launching in June 2017, we now have a combined reach of close to 100,000 fans across our socials and e-mail database. We’ve brought out over a dozen different sneakers and collaborated with some of the biggest talent in the world including UFC world champion TJ Dillashaw, Australia’s biggest DJ Will Sparks and Global fitness influencers Laura Henshaw and Zac Smith

    This is just the beginning.....