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.
WE’VE GOT THE WORLD TALKING...
“Help Your Horse Become a Sneakerhead with Horse Kicks”
“You Can Buy Hyped Sneakers for Your Horse Now”
“You Can Now Buy $1,200 Sneakers”
“This Kentucky Sneakerhead is Extending 'Drip' to Hooves”
3B
Earned Media Impressions
274
Earned Media Placements
$103M
Approximate Advertising Equivalency
The One Show Shortlisted
Small Agency Campaign
of the Year
of the Year
2x Award Winner
Silver Winner
Gold Winner
