ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Live Experiences / Installations
Annual ID
ADC102_EXP013M
About the Work
As the popularity of sneakers has skyrocketed, the industry has been bombarded by resellers buying up releases seconds after they drop, only to flip them for a profit. As a result, many sneakerheads can no longer afford the pairs they want to wear.
To spotlight eBay's position as the oldest and largest marketplace for both new and pre-worn sneakers, we created the first sneaker store that rewarded sneakerheads for wearing their kicks with below market prices. The Wear ‘Em Out Store gave shoppers a choice: Pay the full resale price and keep the sneakers in “deadstock” (new) condition, or lace ‘em up and wear ‘em out of the store for a significant discount. To build tension and ensure the sneakers couldn't be resold as new, shoppers walked a path of grass, gravel, and concrete — the surfaces sneakerheads fear the most — on their way out. "The walk” was filmed and shared on social media as the ultimate brag for their networks to see.
Located in the heart of the LA streetwear district, the store was curated by rapper, Offset with hundreds of sneakerheads' favorite pairs from Nike, Jordan, Yeezy, and New Balance.
The Wear ‘Em Out Store drove 1.5 billion earned impressions in local and national media, with coverage in Complex, Vibe, Essence, Fast Company, Ad Age Creativity, and more. The store was packed for three days, with lines down the block and some shoppers even camping out overnight. The activation drove a massive 2,000% increase in “eBay sneaker” mentions on social and positive social sentiment volume skyrocketed by 172%.
Shortly after the event, eBay’s sneaker sales were up 25% over the previous year— cementing eBay as not just a marketplace, but an active participant in sneaker culture.
2023 Awards
Total Points: 3
Merit Honor
Credits
Agency
Edelman / New York
Chief Creative Officer
Jeremy Bernstein
Creative Director
Berto Santana
Executive Producer
Derek Gannon
Group Creative Director
Sean Ellman
Associate Creative Director
Alexandra Weinberg
Kaleah Horton
Global Chief Creative Officer
Judy John
Strategy Director
Danielle Kellner
Account executive
Shannon Sinwell
Analyst, Performance Analytics
Rachel Fissel
Associate Media Director
Ruben Flores
Associate, DxI
Christopher Baldridge
Chief Creative Officer, U.S.
Jordan Atlas
Connections Strategy Director
Bridget Strawn
Director of Communications, eBay North America
Emilie Furda
Director, Brand Experiences
Bryan Fitzgibbon
Director, Performance Analytics
Allison Barrazotto
EVP, Head of Production
Ryan Ingrasin
EVP, Head of Strategy
Jeremy Busch
Executive Vice President, Global Client Leader
Kim Niadna
Executive Vice President, Lifestyle
Jenna Marrone
Head of Communications, eBay North America
Caitlin Allen
Manager, Influence Marketing
Andre Yearwood
Production director
Mike Goodrich
Project director
Daniel Sharts
SENIOR PRODUCER
Nassdja Anthony
Senior Vice President
Kristin Sundberg
Linsey Mounger
Senior Vice President, DxI Client Lead
Molly Hamilton
Sr Analyst, DxI
Zoe Wang
Sr Manager, Brand Experiences
Rob Morean
Sr Manager, DxI
Devin Aubrey
Sr Manager, Social Strategy
Mikayla Wilkinson
Sr Project Manager
Alec Vasquez
Sr. Manager, Communications Sneakers/Fashion, eBay North
Evelyn Kha
Sr. Manager, Digital & Social Media Comms at eBay
Briana Gardner
Vice President, Influence Marketing
Gabby Rosenthal
Julia Sabetta
VP, Program Director
Taurie Steingart
Related Awards
