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eBayThe Footprint

A Look at the Sole of Black Sneaker History

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Services

  • Brand & Creative Strategy
  • Social & Content Strategy
  • Measurement & Analytics Strategy
  • Media & Investment Strategy
  • Brand & Campaign Creative
  • Always-On Fast Media & Creator Content
  • Long Form Content
  • Media & Analytics

Outputs

  • Brand Positioning
  • Organic Social
  • Influencer & Creator
  • Paid Media Planning
  • Measurement Strategy
  • Brand Health Analysis
  • Visual Identity & Design
  • TikTok/Reels/Shorts
  • Meta Content
  • Campaign Creative
  • Influencer Management
  • Branded Content Series
  • Documentary
  • Measurement Reporting
  • Social Activations

The sneakers industry earns more than 70 billion dollars of revenue each year. Yet the originators of sneaker culture see less than 5% of that revenue. So this Black History Month, eBay, the OG sneaker marketplace, retraced the steps of Black sneaker history and launched, “The Footprint.”

Our solution was to create a social-native docu-series. It weaved through four eras of Black influence that gave the sneaker game its footing and featured iconic pioneers such as Dapper Dan, D’Wayne Edwards, Aleali May, and Frank Cooke. We also gave love to some of the most famous sneakers that originated in Black culture.

The Many

Chapter 1: Building Blocks

Before sneakers became a global phenomenon, the culture started on the streets of Black neighborhoods across America. So for Black History Month, the brand that changed sneaker culture forever took a look at where it all began by retracing the steps of Black sneaker history.

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Chapter 2: Breakthrough

Sneakers first gained mainstream appeal as a staple of 80s and 90s hip-hop fashion and the rise of professional basketball as a national pastime. Black creators and athletes led both.

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Chapter 3: The Takeover

In the 2000s, the game got taken to the next level through the rise of social media. Collabs, colorways and a global community gave the culture new life.

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Chapter 4: Tomorrow

The future is being designed today with Black innovators leading the charge. The introduction of new techniques, materials and design are reshaping the possibilities of what a sneaker can be.

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The Stats

The comment section blew up. Streetwear and fashion legends like June Ambrose and Va$htie shared and showed love. And most importantly, our entire community came together to give credit where it was long overdue by honoring The Footprint of Black Sneaker History.

Video Views

.M+

Reach

MM+

Positive Sentiment

%

Video Playthrough

%

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Have a similar project in mind? We’d love to talk about it.

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Brand & Campaign Creative
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Brand & Creative Strategy
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Brand Positioning
Organic Social
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