Airwalk Jim Shoe’s Invisible Re-launch

Airwalk is making innovative use of Pop Ups to maximize bang for buck in the re-launch of the brand’s classic “Jim” shoe. Airwalk used an augmented reality app from startup GoldRun to launch pop-up stores in New York and LA on November 6. The twist: The stores were invisible.

In keeping with its “cool” approach to footwear, the promotion attracted cutting-edge shoe buyers to secret locales in New York City and LA.

So how did it work? Much like the brand promotion itself – as a fun, exclusive experience. To access the invisible store, customers downloaded the GoldRun’s app, available for iPhone 3G or higher, and went to Venice Beach in Los Angeles or Washington Square Park in New York. There, they were able to acquire the shoes that were GPS-linked to both locations. Continue reading...