These days, shoes are dropping so often, your local FedEx guy can barely keep up. But then we noticed something about that guy in the truck. They were going viral on security cams more than most shoe drops do. And those spontaneous little content bombs were blowing up our feeds with a fresher/funner/authentic-er POV than the latest “authentic-influencer-endorsement” campaigns everyone in advertising is drooling over these days. So we decided to tap into the tech and the latent social network attached in a way that we hoped might stop a thumb from the infinite scroll abyss.

So we drew three circles:
• A first of it’s kind media placement, utilizing the most candid of cameras
• A different type fashion show: driveways and front doors across America
• Kick-ass talent, like Cardi B, Montrezl Harrell, Noah Schnapp and Shaq
(and 30+ other people that are famous on the internet)

And put #ZigTheRunway dead center–

An actual first (#sorrynotsorry) that hijacked and disrupted home security networks with an unexpected fashion show to drop Reebok’s latest: The Zig Kinetica.