The L.12.12 Shoe

How to launch a new shoe, as a new icon, celebrating it’s inherent link with the original L.12.12 polo shirt. The campaign film unveiled the new member of the L.12.12 family and we created a magazine to tell the story, bringing it bang up to date for today’s sneakerhead and the high street retailers. It went live to the global market with a unique suite of photography assets and film to tell the story of the shoe – a visual identity, instore installations, a limited edition shoe box and social assets. Launching at Camden’s Roundhouse and engaging influencers such as NYC blogger, @Issaaclikes with a 75K reach, the collection surpassed all sales expectations with 10% of stock sold within 2 weeks. Picked up by the style press and partners alike, French GQ saw 38K page impressions and it went live in over 50 bespoke window displays.