Electrify Your Sole
Tapping into sneaker culture at The US Open
As Cadillac goes all-electric, the legacy automotive brand needed to re-establish its once-powerful cultural credibility and badass personality among younger, affluent, Tier 1 luxury buyers in a highly competitive EV market.
For luxury customers, owning something unique drives emotional desire, especially in the multi-billion-dollar sneaker industry—a young, affluent global cultural community that see sneakers as vehicles of self-expression and value bold design and obsessed detailing. So, we decided to leverage Cadillac’s sponsorship of the US Open to tap into sneaker culture.
Cadillac Electrify Your Sole was a campaign that reinforced the relevance of the brand via a partnership with influential sneaker customizer and cultural icon, The SURGEON, to design a capsule collection of sneakers inspired by Cadillac’s all-electric vehicle portfolio.
We then launched a full, 360° integrated campaign during the US Open, including a live EV Showroom with bespoke sneaker displays; 6 short documentary collab films; a sneaker auction benefitting the USTA Frances Tiafoe Fund; a star-studded VIP hospitality suite; and much more.
Impact
The media loved it! Electrify Your Sole was featured in publications such as Adweek, Automotive News, Footwear News and Highsnobiety. The live EV Showroom received 158K onsite engagements and generated over 14K leads with 86% conquest.