#25Kicks: A collection of 25 custom shoes inspired by the last 25 years of culture.
To celebrate 25 years as partner in sneaker culture, eBay collaborated with the top female shoe designers and Instagram’s hottest customizers on a custom collection that was auctioned off on eBay, with all proceeds going back to the sneaker artists.
CHALLENGE
Since its launch, eBay had been woven into the fabric of sneaker culture, with sneakerheads copping and dropping dope kicks while building an online community that started long before social media existed and had recently exploded.
Yet, while eBay’s size and user base remain unmatched, upstart challenger sites had emerged (e.g. StockX, GOAT, etc.), taking market share and building loyal followings. With more modern site experiences and a focus on rare, ultra-collectible sneakers, they were capturing the younger, streetwear-obsessed audience.
eBay needed to reignite sneakerheads’ passion and shift perceptions. The site’s 25th anniversary provided the perfect occasion to re-engage lapsed supporters and excite new ones with a uniquely eBay activation.
INSIGHT
Sneakerheads always seek out rare finds; shoes that few others have; pairs that express their distinct personalities and passions. They call them “grails,” and, for 25 years, eBay has been a go-to spot to find them. For the site’s 25th anniversary, we wanted to give our audience grails like no other: sneakers they already love, albeit reimagined in a way that acknowledged our shared past while looking toward the future. Of course, those kicks didn’t exist…yet. So, we created them with the sneakerheads defining the current zeitgeist: customizers; a new wave of artists using sneakers as canvases, creating bespoke designs for athletes, celebs and die-hard collectors.
IDEA
#25Kicks: A collection of 25 custom shoes inspired by the last 25 years of culture. Partnering with the first-ever female Jordan shoe designers and top sneaker customizers, our team began with all-white versions of the most iconic shoes from eBay’s history (Reebok Questions, Nike Air Force 1s, New Balance 574s, Vans Old Skools, and Yeezy Boosts) as their canvases. Then, they took inspiration from the biggest sneaker, fashion, and pop culture trends from the past 25 years to create 25 one-of-a-kind pairs.
The Packaging
A custom collection deserves bespoke packaging. To deliver a little something extra to all 25 auction winners, eBay commissioned limited edition #25Kicks boxes, marrying silver, the color of 25th Anniversaries, with their iconic color scheme.
The Influencers & Customizers
Vashti Kola
Vashtie Kola (Va$htie), the first woman to design a pair of Jordans, is a creative force with serious cred in the sneaker game.
Aleali May
A style luminary, Aleali May holds sway in celebrity and internet circles alike and was the first woman to collaborate on the design of a unisex Jordan.
Kickstradomis
One of the most respected customizers in the game, the LA-born artist’s sought-after designs have graced the feet of sneakerheads and celebrities alike, on the runway, NBA courts, and on streets across the globe.
@cestlavic
A painter with a penchant for pulling off ambitious sneaker designs, CESTLAVIC takes inspiration from everywhere, from animated classics to music scenes, and fashion.
@dejesuscustomfootwear
Chicago’s DEJESUS has been making the sneaker community’s heads turn—well, look down, at least—for more than a decade. A passionate and versatile artist, his work filters wide-ranging inspiration through his distinct lens to make a big impression.
@Mache275
For more than a decade, things have looked up for MACHE while he’s made countless fans look down. His collaborations with the most influential brands in the sneaker game have made an indelible impression on tastemaking sneakerheads around the globe.
@sierato
Artist, artisan, and customizer extraordinaire, SIERATO draws on his tattoo-artist past, anime, and a slew of constantly-evolving touchpoints to paint sneaker works of art. His iconic drip work and specialized colorways can’t help but stand out.
Social/Digital Creative
Press
“25 custom pairs of sneakers reimagined by some of the most respected names in footwear.”
“eBay celebrates its 25th anniversary with the ultimate capsule collection for sneakerheads”
“If copping custom kicks are your thing, eBay‘s got some dope auctions in the works.”
- @a.r.t.byart
Results
45 million
earned impressions
100% of the shoes sold out
at an average of $325
243,000 engagements
with an engagement rate of 3.09 percent