atmos had the exclusive privilege to activate retail and social channels ahead of the YEEZY 450 'Pirate Black' launch, a significant achievement given that the YEEZY brand typically controlled all marketing and provided strict guidelines to retail partners. This time, we had the opportunity to create our own strategy, free from the constraints that our competitors on the market faced.

To bring the launch to life, we tapped into the Japanese concept of Otaku, which celebrates the passion for collecting. Sneaker-obsession is in our DNA, and our founder Hommyo Hidefumi's roots in Northeast USA in the early 2000s ignited this passion. We posted a question on our Twitter channel, asking who had the biggest YEEZY collection, and after sifting through hundreds of entries, we identified two individuals in the DC and NYC areas. They became the face of our marketing campaign, showcasing their YEEZY collections while also highlighting the sneakers we were launching. To make the launch even more exciting, we enlisted the legendary Static Selektah (an affiliate and producer for Kanye West) to create an hour-long playlist titled 'Yeezy Duz It,' featuring some of Kanye's greatest hits.

To complement our social channels, we also had retail displays in all three store locations, offering customers an immersive experience that showcased the YEEZY450 'Pirate Black' in all its glory.

As the lead strategist for this launch, I developed our social strategy, managed and led all blog content, identified and coordinated with all partners for editorial, and developed a comprehensive launch strategy and content that was approved by the Adidas brand.