For the launch of its city-inspired crossover, the UX, Lexus wanted to capture the attention of a specific group of influencers—sneakerheads. People who crave authentic, rare, exclusive experiences and meticulously designed shoes. Chief among them: one of the most iconic shoes of all time, Nike Air Force 1.

So instead of launching a social media campaign, we dropped one. We partnered with streetwear designer John Elliott to create bespoke white-on-white tires loaded with all of the details sneakerheads go crazy for: dimensional, architectural shapes, double stitching, multiple materials (rubber, leather and metal) as well as iconic AF1 details - toe box holes, linear tread pattern, concentric circle sole. Even a stacked metal air valve evocative of the tip of the laces.

There is no more iconic city sneaker than the Nike Air Force 1. Young, affluent millennials will stand in line for hours for the latest AF1 release all in the name of trendsetting. Thus, we used the special edition NIKE X JOHN ELLIOTT AF1 as inspiration for wheels for the UX. Bringing streetwear to our crossover, and in the process our bringing the UX to the sneakerheads who both are on the hunt for the latest shoe news and love to be surprised with something bespoke and urban.

We launched the tires on during NYFW to sports and fashion influencers in partnership with sneaker designer John Elliott. We then released a social campaign with videos and still that evoked fashion films, but features our custom tires on an all-white UX.

We started with five tires. Four to be put on the UX, and one to be in a display case so people could get up close and appreciate its details, which included all the iconic features of the Air Force 1 sneakers.

We teased the tires in the days leading up to Fashion Week. We then debuted them during NYFW in partnership with Jon Elliott at a private event for sports and fashion influencers. Next, we released stills of the wheels and UX to social, and followed that up with a fashion film showcasing every detail of the wheels. We ended with a small paid social buy.

2 million organic reach on announcement post

Ranked #2 in HYPEBEAST’s Top Five biggest moments at NYFW

92 unique articles. Appearing in 273 in total.

435 million impressions.

91% positive sentiment

Passion Intensity Index of 100