Yo’Hood is one of the biggest annual street fashion events in China that attracts sneakerheads from all over the country; making it the perfect occasion for us to launch the Shanghai-exclusive Air Force 1 ‘Nai Ke’.

Instead of launching it at our booth which other brands are doing, we hijacked the entire event and turned it into a sneaker hunting game. Using location-based technology, we hid the limited edition sneakers at a coffeeshop just outside of Yo’Hood and dropped photo clues on the our SNKRS app all the way till launch time.

At an event where hype and “fresh-ness” means everything, our first ever digital “stash” activation stole the show.