Introducing Lexington, Kentucky, to a whole new crowd with custom sneakers that could only come from the Horse Capital of the World.
Buzz and Earned Media  
Web Development  
Social Media & Content


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.


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.


“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”


Earned Media Impressions


Earned Media Placements


Approximate Advertising Equivalency
the one show award
The One Show Shortlisted
the one show award
Small Agency Campaign
of the Year
the one show award
2x Award Winner
the one show award
Silver Winner
the one show award
Gold Winner