The future is digital. And the future is now. We really get and believe in this, so we’ve managed to convince our partners from Runners we are onto something here. The collaboration between us made two of the most beloved young Bulgarian artists – Tita and Boro, the first ones with their own sneakers’ brands. And they are selling them really well.
The prep work for “Antilopa” and “Moiski” brands went on for over a year, because we’ve wanted to be really sure we’ve refined and nailed every small detail. We’ve focused on the main target group – the younger clients, so we’ve had to find a way to tell the story of this journey in the most amusing and catchy way. By inviting all of our future clients to be part of every step of the way, we’ve created the web reality show “The Marathon”. We’ve distributed it as a part of the biggest Bulgarian channel on YouTube – “Facing the Sun”. This way even before we launched the sneakers on the market, the hype around “Antilopa”and “Moiski” has already been achieved. We’ve created profiles on their own in the social platforms, while emphasizing on a very appealing and adequate content. Tita and Boro themselves did an artisitic collaboration – a song where the sneakers were emphasized in a really cool way. We also did live shows with them and the artists signed the boxes for their biggest fans. All of this, complimented by the content we’ve created for their personal profiles, challenges and stories, paid off. The sneakers were sold out and Tita and Boro will remain in the history as pioneers.