At ComplexCon, sneaker vendors doubled down on heritage, storytelling for one or two new silhouettes and using influencers to relay brand messages.
“It’s less and less marketing from the brand and more people marketing for us,” said Allison Giorgio, the vice president of brand marketing at Puma North America. “We want others to direct our brand message.”
Puma debuted the RS-X silhouette, which is a new version of its older Running System technology and its booth was inspired by the mall in the Nineties. The brand worked with the Shoe Surgeon, Mache, Alexander John and JBF to customize sneakers for attendees to purchase. Giorgio added that with a glut of information out there, it was important for Puma to release one silhouette this year at ComplexCon as opposed to storytelling around multiple styles, which it did last season.
Adidas had a big presence with its beacons that were situated throughout the show floor. To prevent lines and make the distribution process egalitarian, attendees could use the ComplexCon app and point their phones toward the beacons each hour to reveal a new shoe being released that was streamed on an augmented reality platform. If they wanted the shoe, they could purchase it within