For Converse, VICE threw a few gigs for the sneaker people of New Zealand and Oz. To ensure we had the right people in the mosh, the invites filtered out the shoe people.
Concert tickets could not be purchased. Instead, they were earned by proving your sneakerness through “now-or-never” challenges. For example, timed banner ads and a branded van that picked people up on the night of the show were means to tickets. Why? Because a sneaker would grab the chance to live fully, while a shoe would debate the pros and cons for a lifetime.
We packed three intimate venues and received coverage from publications and popular blogs alike and most importantly the approval of sneakers in Auckland and down under.