TLDR : We locked Chris Paul's signature shoe inside a mobile game to stop sneaker 'bots from buying them out.
Online competition for Jordan Brand shoe releases has become so high, that an underground market of resellers has emerged. Armed with automated robots, they can grab hundreds of pairs in seconds – leaving many fans empty handed.
For the launch of NBA superstar Chris Paul’s latest shoe, the Jordan Brand beat the ‘bots with a simple mobile web game. To unlock links to Chris’ signature shoes, players first had to master his signature moves.
A GAME THAT SNEAKER 'BOTS COULDN'T BEAT.
Unlike traditional online shoe drops, the game required human interaction. Fans had to navigate their way through the stormy city landscape to unlock links to purchase – ruling out any hacks, shortcuts, or automated sneaker bots.
1. EARN A HIGH SCORE
2. UNLOCK THE shoes
3. ACCESS THE product
ORIGINAL MUSIC BY DRAKE
As a soundtrack to the in-game action, we collaborated with rapper and sneaker enthusiast Drake to create a custom chip-tune version of his track ‘Energy’.
INFLUENCERS RECEIVED AN 8 BIT PORTRAIT OF THEMSELVES
every player received a custom gif of their score
MORE WORK
