Create buzz around the limited edition re-launch of the classic 90s Airwalk sneaker, the Jim. Also re-establish Airwalk’s reputation with street culture.

The Jim is an anti-gym shoe, originally designed for kids that don’t try out for the school football team, but hang out in skate parks and beaches instead.

That inspired us to sell the shoe in locations like parks and beaches, paying homage to the shoe’s history, and made people feel like they were part of something exclusive.

But we had a tiny budget, and needed to do something more imaginative than simply installing a physical store at these locations. When we hit upon pairing up augmented reality, GPS, and cell phones, we knew we’d found the answer.

We created an entirely new method of retail.

Airwalk’s e-store had its busiest day ever.We generated $5 million of earned media in press, online and TV. We re-established Airwalk’s link with street culture, and made them relevant again.