THE QUIET SHADOW – MARKETING AND GLOBAL RELEASE
Just up the road further developed and continued the special limited release of the Saucony x The Quiet Life ‘Quiet Shadow’ project through further consultation with both brands. Part one was always about the design, look & feel and aesthetics of the unique limited sneaker product and its accompanied clothing and accessory line. Part two of this amazing opportunity was to direct and curate the marketing strategy and platform for the consecutive limited US Quiet Life exclusive release and the global release.
Our vision and goal for the special sneaker and capsule release was to create a very strong brand and product awareness globally for the limited pack that once it hit the shop floors and went live online, that it would sell out to fans and collectors immediately. We where able to get very creative with how we did this and who we worked with, to accomplish it.
We carefully curated multiple media and asset packages strategically partnering with key photographers in Los Angeles, Las Vegas and the UK. Alongside working on exclusive artwork with UK based illustrator Dan at Kick Posters. We where then able to use the artwork for special limited point of sale items that where only available at the point of release with the stores, including a limited run of posters, special stickers and an exclusive car air freshener all featuring the Quiet Shadow sneaker art work.
Alongside the multitude of assets, we carefully wrote specific copy to accompany them, which we then specifically tiered the release of through a handful of high end sneaker, lifestyle and streetwear blogs and media platforms, as well as through the channels provided by the selected retail stores that we partnered with for the release. Landing key several key features on consecutive timed media release dates with the likes of Sneaker Freaker, High Snobiety, Hype Beast and sneakernews to name a few.
Then to highlight the release for the US and UK markets, we directed special in store release events with The Quiet Life store in Los Angeles, Feature in Las Vegas and 5 Pointz in Bristol, England. The Quiet Life store had a week earlier release than the global date and the in store releases with both Feature & 5 Pointz occurred the night before the official global release on the 6th June 2016.
The global release was a massive success with the sneakers and clothing selling out in minutes in store and online. Retailers and customers where quoted in saying this was one of the finest executed sneaker marketing releases they had experienced, with more than adequate content and assets to use well in advance of the release.
THE QUIET SHADOW – SAUCONY & THE QUIET LIFE
SPECIAL PRODUCT MARKETING RELEASE SCHEDULE
SPECIFIC PRODUCT RELEASE STRUCTURE
CAREFULLY WORKING WITH TWO GLOBAL BRAND PARTNERS AND MANY KEY RETAILERS AND MEDIA PARTNERS