Simon ‘woody’ Wood, founder, Sneaker Freaker

After numerous adventures in advertising, fashion and the film industry, Woody founded Sneaker Freaker magazine in 2002 as the first and only international footwear magazine. With a monthly audience reach of 10 million, it documents every collaboration, custom design, limited edition, and retro reissue in exacting detail. Based in Melbourne, Woody is recognized worldwide for his encyclopaedic knowledge, inimitable writing style, and steadfast role as an authentic ambassador for all things sneakers.

Having collaborated with Nike, Bearbrick, New Balance, ASICS, Montana Paint, Saucony, Diadora, Le Coq Sportif, Lacoste, AIAIAI, adidas, PUMA, Gucci and Foot Locker, Woody’s discerning eye for designer detail and story telling is legendary. He has also written and produced books for Nike, New Balance, G-SHOCK, PONY, Globe, PUMA, Saucony and Reebok.

In 2018, Woody unveiled his most ambitious project yet. Stuffed with thousands of original photos and his own personal observations, The Ultimate Sneaker Book is already regarded as the definitive source of sneaker knowledge and more than worthy of its ambitious title.

In 2021, Sneaker Freaker released Soled Out, a riotous, 720-page celebration of sneakers, as told through the medium of vintage print advertising. Featuring superstar athletes and cultural icons such as Andre Agassi, Paula Abdul, Bugs Bunny, Bo Jackson, Michael Jordan, MC Hammer, Hulk Hogan and Shaquille O’Neal, Soled Out is also an ode to the unapologetic, rule-breaking, whip-smart advertising talents that shaped a global industry and influenced generations of sneakerheads and sports enthusiasts

BRIEF: FLUBBER SUBSCRIPTION

Background:

It’s 2022 and the fictitious ‘Flubber’ technology has become a reality.

You simply rub it onto your outsole and get instant gravity defying vertical leap ability.

The NBA, NCAA and professional leagues across the world are still undecided on if they will ban or allow the technology. But it’s now available to consumers - in the form of a $100 USD monthly subscription - and your job is to drive sign-ups to the subscription.

Your task:

Pick your first target market - the early adopters.

Tell us who they are and show us how you’d market this new phenomenon to them to create momentum for the brand.

Budget:

Assume you have a lot of venture capital money to put towards marketing. So expensive things like athlete partnerships, brand partnerships and sponsorships can be put on the table.

But… remember, this is a creativity competition. Smart tactical ideas that drives sales and earned awareness will be considered for an award just as much as big expensive concepts with a solid idea and execution.

Responses to Brief 3 due November 30th, 2021 11:59pm (Los Angeles time)