Using campaign artwork that built on the creative strategy of Archive, we produced a 34 page magazine featuring interviews with global influencers from sneaker culture and co-ordinated a multi-city flyposting campaign and digital press strategy. The culmination of the campaign was a launch event for the adidas Gazelle London held at Kachette in Shoreditch. We chose the venue, designed the floorplan, dressed the space, organised DJs, liaised with a booze sponsor and ran a guest list that saw 250 of the 550 invitees attend. People even danced, and you don’t often see that at footwear launches.