First, our big thinking started small, as we introduced the world’s first limited edition, ultra-exclusive mini Sour Brite Sneaks. Then we partnered with Adidas and followed up with a life-size pair of edible gummy sneakers, modeled after Harden’s actual shoes and timed with the Adidas release of the Harden Vol. 2. Sneakerheads, rejoice!
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Next, we “leaked” our sneaks to the most influential sneakerheads on the net to gain influencer momentum and cred before our official drop.
Taking another cue from the sneaker universe, we hacked a new Instagram feature to allow fans to customize their own Sour Brite Sneaks and get a chance to win their very own pair of customized Adidas Harden Vol. 2s. It was called “Remix Your Kicks.”
Finally, in yet another one-of-a-kind, never-done-before partnership, we teamed up with the most legit source of hard-to-find sneakers on Earth, StockX, to give sneakerheads the chance to own a pair of sneakers so rare, they’re perishable.