Cult Campaigning

Sneaker brands entice consumers with celeb-led cultural experiences

Implications - Playing up the cult of celebrity and the pursuit of exclusive, insider experiences, many athletic apparel and footwear brands are emerging with mass marketing campaigns disguised as once-in-a-lifetime cultural events. This progression demonstrates that in a time marked by consumers' lack of attachment to physical objects and large institutions, brands have the opportunity to cultivate meaningful relationships with individuals by serving as an enabler of experiences.
SCORE: 4.7
This Year and Warm Top 5 Examples: 6,831 Total Clicks Feb 16 - May 16
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DEMOGRAPHICS
Gothic Songstress Sportswear - Rihanna's Fenty x Puma Collection Sparks Eerie Urban Style
SCORE: 6.3
Hot 3,221 Clicks Pub: Feb 16, 16
Gothic Songstress Sportswear
Rihanna's Fenty x Puma Collection Sparks Eerie Urban Style
Singer turned Creative Director, Rihanna has unveiled her first Fenty x Puma collection for the popular German sportswear brand. Presenting a Fall/Winter Ready-To-Wear collection for the 2016 season,... [More]
Milestone Skate Culture Hubs - This House of Vans Toronto Pop-Up Celebrates the Brand's 50 Years
SCORE: 6
This Year and Hot 2,527 Clicks Pub: Mar 28, 16
Milestone Skate Culture Hubs
This House of Vans Toronto Pop-Up Celebrates the Brand's 50 Years
The House of Vans Toronto pop-up kicked off on March 16 with an opening party that featured performances by Dinosaur Jr, Toronto rapper Jazz Cartier and Vancouver-based Tommy Genesis. In addition to... [More]
Athletic Comedian Run Campaigns - Kevin Hart's Run with Hart Program is Part of the Nike Run Club
SCORE: 4.8
This Year and Warm 585 Clicks Pub: May 5, 16
Athletic Comedian Run Campaigns
Kevin Hart's Run with Hart Program is Part of the Nike Run Club
Launched by Nike Run Club in 2015, the Run with Hart program showcases Kevin Hart as an avid runner and athlete in addition to being a talented actor, writer and comedian. The campaign saw Hart lead... [More]
Album-Streaming Fashion Shows - Kanye West Used His Yeezy Season 3 Show to Debut His New Album
SCORE: 3.2
Mild 402 Clicks Pub: Feb 22, 16
Album-Streaming Fashion Shows
Kanye West Used His Yeezy Season 3 Show to Debut His New Album
Chicago rapper Kanye West unveiled his highly anticipated Yeezy Season 3 collection at Madison Square Garden on the first day of New York Fashion Week. Unlike the usual fashion show that provides a... [More]
Surprise Footwear Giveaways - The 'Nike Speed Drops' Promotion Surprised Fans with Golden Cleats
SCORE: 2.7
This Year and Untested 96 Clicks Pub: May 6, 16
Surprise Footwear Giveaways
The 'Nike Speed Drops' Promotion Surprised Fans with Golden Cleats
While most companies spent the Super Bowl season trying to outdo one another with flashy commercials, Nike chose to get up close and personal with its fans by launching its ‘Nike Speed Drops&#... [More]
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