Shopping platform Ajio has launched the ‘Sneakerhood 2.0 campaign’ to appeal to all types of sneaker enthusiasts.
Ajio’s sneaker universe, as per it, is a curated store and has all types of classics and the latest drops, from top charts to insights.
From the alma mater of sneakers like Converse, Nike, Puma, Adidas, Fila, Reebok, and New Balance to the brands that have gained widespread popularity like Asics, Veja, Diesel, and Steve Madden, Ajio Sneakerhood’s offerings appeal to the likes of sneakerheads across the nation.
“Be it the product, trends or technology, Ajio Sneakerhood is currently standing at the helm of an industry evolving at lightning speed. It’s challenging to stay ahead of the curve—a challenge we welcome happily,” said Vineeth Nair, CEO of Ajio. “We’ve got the finest sneakers of the world— everything from Air Jordans to Stan Smiths, from V-10s to Chuck Taylors, from Gel-Lytes to Disruptors.. you name it and we have it. So, we needed to let Indian Sneakerheads know that the world's greatest sneaker store is just a tap away," Nair added.
Introducing the fresh drops, the campaign film’s intent from its inception was inclusivity. It features a diverse community of sneakerheads themselves presenting the most notable sneaker pairs from the house. The campaign focuses on building and sustaining a large community of sneakerheads in India by resonating with their love for sneakers.
Set against a pop-art aesthetic, the film brings forth the unapologetic loyalty and emotional eccentricities of true sneakerheads, all in tune with a fun track. With super-relatable characters, in-trend sneakers and some smile-inducing moments, the film is has a parade, dance moves, a moment of shock when a beautiful pair of sneakers get stepped on, all culminating in the message: 'for the love of sneakers'.
"Inclusivity, and not unattainable high fashion, was our intent from the start," said Robert Anthoney, Founder and Chief Creative Officer, Phantom ideas. "The entire campaign's focus was to build and sustain a large community of sneakerheads in India by speaking their language and truly representing their undying love for sneakers."
To inculcate community building and interactions AJIO Sneakerhood has collaborated with influential sneakerheads and deep-dived into their sneaker rooms and lives. To sneakerheads like Aditya Bhalla, Yash Pradhan, and Sidhant Gandhi, sneaker is an art. To some like Jordanian-Indian b-boy Naser Al Azzeh, they are a legacy.
Agency: Phantom Ideas
Founder and CCO: Robbie Anthoney
Creative Director: Raj Dutta, Pradeep Kumar
Planning Head: Ravichandran Ramanujan
Digital Head: Angad Dutta
Account Management: Gautam Kathpalia, Sajan Jerome, Rebecca Ravindranath
Production House: Fusion Films
Executive Producers: Allan D’souza, Geeta Laxman
Director: Sachin Kotre