​

The Challenge

Engage affluent, style-driven Millennials who typically overlook automotive marketing and rely instead on fashion, culture media, and trusted creators.

 

The Insight
This audience favors brands that shape culture, not just reference it—mirroring an editorial media appetite for bold visuals and unexpected creative collisions.

 

The Solution

As early concepts for the launch were explored, one immediately emerged as a breakout: a tire tread designed with the sculptural detail of a sneaker sole. Its stark simplicity and unexpected juxtaposition made it instantly PR-worthy—an image built to travel across lifestyle and culture media.

 

Recognizing the strength of that visual early helped shape the campaign’s direction. The winning idea: partner with rising fashion designer John Elliott – who recently released a limited-edition version of Nike’s iconic Air Force 1 sneaker – to reinterpret the vehicle’s tire tread with designs inspired by the iconic streetwear.

 

Next, debut the customized vehicle as a New York Fashion Week “drop,” placing the vehicle inside a cultural moment already swarming with the media who influence this audience. The drop blurred the line between car launch and creative collaboration, giving media and influencers something they hadn’t seen before, and positioning the vehicle as an unexpected player in the fashion–lifestyle–design conversation.

 

The Results

A culturally fluent moment that bridged automotive and fashion—an unexpected expression that generated strong media interest, gave influencers something genuinely new to talk about, and positioned the vehicle as a design-driven lifestyle object.

 

440+ million earned impressions

 

Including coverage by: USA Today, Maxim, Acquire, GQ, Highsnobiety, HypeBeast, Hot New Hip Hop, The Hollywood Reporter, Core77, TrendHunter, Hush! Weekly, Freshness and more.