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.

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 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