FILA X DEW

Client | MOUNTAIN DEW

From the vibrant streets of New York to the breezy boulevards of LA, sneakers have long been an enduring symbol of urban style. In a remarkable collaboration involving Aaron Hansen, Mtn Dew, FILA USA, and Footlocker, the exclusive FILA x Dew M-Squad sneaker was launched, injecting a fresh twist into this timeless silhouette.

At the forefront of this ambitious project, Aaron seamlessly merged the athletic DNA of FILA with the youthful energy of Mtn Dew. Designed as part of Mountain Dew's distinctive Green Label Exclusives Program, the FILA x Dew M-Squad sneaker paid homage to urban aesthetics and athletic finesse.

Retail partnerships played a pivotal role in this endeavor. By strategically teaming up with Footlocker, the sneakers found a home in key markets, effectively reaching the brand's target audience. Additionally, leveraging FILA's ecommerce platform ensured that digitally-savvy consumers didn't miss out, catering to all sneaker enthusiasts.

Aaron spearheaded the media narrative for the M-Squad sneaker, creating a visually captivating photo lookbook that showcased the sneaker in its best light. Going beyond traditional media tactics, Aaron forged a partnership with the globally renowned HYPEBEAST, amplifying the sneaker's visibility in the fiercely competitive footwear market. Through his strategic vision, the FILA x Dew M-Squad sneaker gained attention not only within the sneaker community but also resonated with basketball enthusiasts.

Disciplines

  • Creative Strategy & Vision: Conceptualizing a footwear collaboration that seamlessly blends style and substance.

  • Business Development & Brand Partnerships: Establishing strong synergies between Mtn Dew, FILA USA, and Footlocker.

  • Product Design & Development: Crafting a sneaker that embodies the ethos of both brands and appeals to the target audience.

  • Market Analysis & Strategy: Ensuring the sneaker penetrates key markets through exclusive partnerships.

  • Content Creation: Developing a captivating photo lookbook that showcases the sneaker's design and story.

  • Branding & Graphic Design: Ensuring consistent and impactful visual communication across all touchpoints.

  • Media Relations & Strategy: Securing partnerships with HYPEBEAST and other relevant media outlets to maximize visibility.

THE PRODUCT

PRESS