To celebrate the release of Trolli and James Harden’s newest gummi, Sour Brite Sneaks, Trolli and Harden teamed up with Adidas to create the most tongue-tingling sneaker collab of all time: The Trolli x Harden Vol. 2: SourStock Edition. Sneakerheads and gummi lovers had a chance to win one of three ultra-rare, mouthwatering pairs of Harden Vol. 2’s — made of pure Trolli Sour Brite gummies — on StockX, the world’s first stock market for rare pairs of sneaks.

We started with a real pair of Harden Vol. 2’s, pre-launch, straight from Adidas. We deconstructed the shoes to make a gummi candy mold for our life-sized replica. Next, the R&D team made the life-sized gummi shoes in colorways that matched those of Trolli Sour Brite Sneaks. To generate hype and get these in the hands of gummi and sneaker enthusiasts, we turned to StockX. We collaborated on a campaign that ran for five days (March 22–26), offering the chance to win the life-sized gummi shoes in a prize pack and donating all proceeds to James Harden’s 3TheHardenWay charity. Consumers were driven to the StockX landing page to purchase tickets via promoted and organic social posts from James Harden, Trolli and StockX, as well as through earned media on the likes of HypeBeast, Sole Collector and more.

Our raffle drove more total entries and unique buyers than other similar StockX promotions:

Total Dollars Raised = $26,980

Total Entries = 2,128

Unique Buyers = 2,030

Largest Single Donation = $5,000

Earned Media Impressions: 908MM impressions – including Shaquille O’Neal taking a bite out of our life-sized gummi shoe on the NBA TV Twitter show The Warmup

Paid Social Impressions: 2.2MM

Paid Social Engagements: 355K