Case Study

Shoe Palace 25th Anniversary Activation

Real Art teamed up with Converse to help celebrate Shoe Palace’s 25th Anniversary. To commemorate their first store on Bascom in San Jose, we turned back the clock to their beginning—to the era of old school hip-hop. The majority of our audience was too young to have experienced this era the first time around, so we decided to re-create it and invited our attendees to step into 1993.

Influencers received custom Converse branded batteries with a mysterious note saying, “You’re gonna need these.” The next day another package arrived containing a fully branded and restored vintage boombox, limited edition chucks, and an invitation to attend the launch event. Real Art was responsible for all of the influencer kits, boomboxes, event collateral, and in-store displays set up at the local Shoe Palace around the corner.

The event space was decked out with custom shelving, wall graphics, pillows, pins, a DJ, and a reimagined Mold-A-Rama machine that created wax boomboxes throughout the event. The event was part dance party, part visual gallery, and all early 90’s hip-hop extravaganza.

The results spoke for themselves when sales more than doubled the initial target. Converse was understandably super pumped saying, “We absolutely crushed the numbers. Bottom line, it’s a massive, massive victory for the program.”

The event generated a lot of social media, as well as press before and after. Influencers who received the event invites, including LA based photographers Angella Choe and Isaac Garcia, posted unboxing on their social feeds. Articles flowed in from outlets like The Source, Kicks on Fire, and Sneaker News—who also did an unboxing on their Instagram account for their 8M followers. Hypebeast even ran a contest on social to give away a boombox and set of sneakers. 

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