Sneaker Culture, Elevated
B/R Kicks took the best aspects of sneaker culture—the kicks, the athletes, the music, and the style—and brought them to life at Drop Up. Back for its second year, Drop Up was developed with the idea that "we are all sneakerheads."
Located along the Highline in New York City, guests were welcomed to the Kicks community with exclusive prizes, the "Friends & Family" tour, product customization, and the chance to cop some heat.
Graphic Designer
2-Man Design Team w/ Sr. DesignerDesign in the Trenches
Drop Up was a deep dive into streetwear design. The "Friends & Family" theme required a cohesive visual identity across collabs, environmental build-outs, and a QR-coded sneaker journey.
Brand
Partnerships
Drop Up offered brand partners a way to reach B/R Kicks fans in a new and unique way. All sponsors were included as stops on the "Friends & Family" tour, guaranteeing attendee interaction.
1800 Tequila
Custom-designed elevator experience + secret bar. Guests received cocktails upon arrival.
American Express
Official Payment Partner. Cardholders got expedited entry and exclusive merch.
Showtime Boxing
Custom boxing bag backdrop photo opp promoting Gervonta "Tank" Davis.
StockX
"Sneaker of the Year" vote activation. Plus 2 panel discussions.
The Collaboration
Friends & Family
Mike Cherman of Chinatown Market and B/R Kicks merged high-heat drops with experiential retail, featuring exclusive designs with Lil' Yachty and Kelly Oubre Jr.
THE RESULTS
Due to it's 2018 popularity, Drop Up grew in 2019 from a one day to a two day event. By developing the 'Friends and Family' theme, B/R Kicks increased its social engagement by creating a holistic brand connection from content to experiential.
2,700 Attendees
The event was open for a VIP preview event on Thursday night and a general admission, open-to-all consumer event on Friday.
A Total of 2M
Impressions
WWD & Fast Company are a few of the many media outlets who covered the event
25K Social Engagements
Over 25K views and impressions generated from Drop Up-related content across all social channels.