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.
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.