Introducing Lexington, Kentucky, to a whole new crowd with custom sneakers that could only come from the Horse Capital of the World.
INCLUDED
Buzz and Earned Media
Web Development
Social Media & Content
HARNESS THE drip
As a Convention and Visitors Bureau, VisitLEX’s primary business objective is to boost awareness and enhance perceptions of Lexington, Kentucky, as a travel destination.
Our challenge: differentiate ourselves from rival cities and get new audiences talking about the Horse Capital of the World.
Our solution: Sneakers for horses.
Duh.
Horse Kicks started as a stunt. But after partnering with local sneaker artist Marcus Floyd, it quickly became a very real brand with a very real product—and eventually, very real demand, pioneering a whole new sneaker category.
Lexington gained international relevance among a whole new audience of sneakerheads and horse lovers, joining together equine and sneaker cultures in the most unexpected of ways.
In total, Horse Kicks amounted to an estimated $103 million advertising dollars for VisitLEX in earned impressions, shifting perceptions of Lexington, building equity in its claim as The Horse Capital of the World and elevating a local artist on a global stage.
The case study video explains the ensuing hype better than words ever could. So watch it.
Our challenge: differentiate ourselves from rival cities and get new audiences talking about the Horse Capital of the World.
Our solution: Sneakers for horses.
Duh.
Horse Kicks started as a stunt. But after partnering with local sneaker artist Marcus Floyd, it quickly became a very real brand with a very real product—and eventually, very real demand, pioneering a whole new sneaker category.
Lexington gained international relevance among a whole new audience of sneakerheads and horse lovers, joining together equine and sneaker cultures in the most unexpected of ways.
In total, Horse Kicks amounted to an estimated $103 million advertising dollars for VisitLEX in earned impressions, shifting perceptions of Lexington, building equity in its claim as The Horse Capital of the World and elevating a local artist on a global stage.
The case study video explains the ensuing hype better than words ever could. So watch it.
3B
Earned Media Impressions
274
Earned Media Placements
$103M
Approximate Advertising Equivalency
![the one show award](https://cdn.prod.website-files.com/62f26f99bc47b2a2a9ffc6df/64453a17103dd29af1a1b730_The_One_Show-logo_black.png)
The One Show Shortlisted
![the one show award](https://cdn.prod.website-files.com/62f26f99bc47b2a2a9ffc6df/65a18c42571b254bb20f5055_adage-award.png)
Small Agency Campaign
of the Year
of the Year
![the one show award](https://cdn.prod.website-files.com/62f26f99bc47b2a2a9ffc6df/65a18c0add966f605c54dd9c_shorty-award.png)
2x Award Winner
![the one show award](https://cdn.prod.website-files.com/62f26f99bc47b2a2a9ffc6df/65a18cb3e90f127872500c94_clio_logo.svg.png)
Silver Winner
![the one show award](https://cdn.prod.website-files.com/62f26f99bc47b2a2a9ffc6df/65a18d39ee62f6e21410bb5e_mil_Awards.png)
Gold Winner
![Picture of HorseKicks sply-350](https://cdn.prod.website-files.com/62f26f99bc47b2a2a9ffc6df/6443feac088b011404566077_HorseKicks8.jpg)
![picture of HorseKicks New Balance](https://cdn.prod.website-files.com/62f26f99bc47b2a2a9ffc6df/6443fe48668ffd1d2bd3abee_HorseKicks9.jpg)
![picture of HorseKicks New Balance](https://cdn.prod.website-files.com/62f26f99bc47b2a2a9ffc6df/644f9692edcce427ad0f729a_HorseKicks7.jpeg)
![HorseKick popup store](https://cdn.prod.website-files.com/62f26f99bc47b2a2a9ffc6df/6443fe3476e5feb1b7373144_Horse%20Kicks%20Downtown%20Display-59.jpg)