The One Show
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Category
Events / In-Person
Annual ID
OS23_EX039M
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.
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
Credits
Agency
Edelman / New York
United Entertainment Group / New York
Executive Producer
Derek Gannon
Senior Producer
Nassdja Anthony
Account Executive
Shannon Sinwell
Analyst, Performance Analytics
Rachel Fissel
Associate Media Director
Ruben Flores
Associate, DxI
Christopher Baldridge
Director of Communications, eBay North America
Emilie Furda
Director, Brand Experiences
Bryan Fitzgibbon
Director, Performance Analytics
Allison Barrazotto
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
Program Director
Taurie Steingart
Project director
Daniel Sharts
Senior Analyst, DxI
Zoe Wang
Senior Manager, Brand Experiences
Rob Morean
Senior Manager, Communications Sneakers/Fashion, eBay North America
Evelyn Kha
Senior Manager, Digital & Social Media Comms at eBay
Briana Gardner
Senior Manager, DxI
Devin Aubrey
Senior Manager, Social Strategy
Mikayla Wilkinson
Senior Project Manager
Alec Vasquez
Senior Vice President
Kristin Sundberg
Linsey Mounger
Senior Vice President, DxI Client Lead
Molly Hamilton
Vice President, Influence Marketing
Gabby Rosenthal
Julia Sabetta
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