VisitLEX challenged us to come up with something that would get new audiences talking about Lexington. We began thinking of ideas that could only happen here in the Horse Capital of the World, and what we came up with was a new take on an old classic, the horseshoe.

Now there’s nothing wrong with horseshoes. Functionally, they work great—but where’s the style, the pizzazz?

So we partnered with local sneaker artist Marcus Floyd to create Horse Kicks, the world’s first sneaker line for horses, to finally give horses the kind of drip they haven’t had since Medieval Times. And the world really got a kick out of it.

At the time of this posting, the campaign has received a coveted Clio Award, nominations for a Webby Award and a Shorty Award, and it’s been shortlisted for the One Show.