Rockstar Energy Drink has just unveiled an extremely limited-edition pair of sneakers inspired by award-winning English electronic music duo Chase & Status.
The intricately designed sneakers, hand-painted by world-renowned sneaker artist Scottie Wilkinson, were made in celebration of the upcoming Creamfields festival.
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Each pair of sneakers features the headliners' hand-painted signature and bold designs.
They also come with an embedded microchip in the tongue to verify their authenticity, as well as an exclusive digital token version of the shoe.
"Working on these sneakers has been an exciting creative journey. Thanks to Rockstar Energy Drink, I had the opportunity to blend my artistic style with the electrifying energy of Chase & Status," said Wilkinson in a statement.
He continued by highlighting how the collaboration enabled him to explore new brush strokes, colors, and patterns to encapsulate their sound.
As the festival's headline partner, Rockstar will be giving two of the three existing pairs away at Creamfields to lucky fans who are able to find where they're hidden. Meanwhile, third pair will be gifted to Chase & Status.
The sneakers' exact locations at the festival will be revealed through a scavenger hunt that utilizes the What3words geocode system, which will be shared on the artists' and Rockstar Energy Drink's Insagram pages.
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The campaign is the latest effort under Rockstar Energy Drink's partnership with Live Nation Festivals in the U.K.
Notably, it extends across six major events: Creamfields, Leeds Festival, Park Life, Reading Festival, and TRNSMT.
Collaboration is an excellent marketing strategy for brands in increasing their reach and gaining visibility.
By partnering with influencers that are relevant to a given event, brands are able to leverage their following, effectively growing their audience.
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To kick things up a notch, Rockstar Energy Drink is also offering fashion and music fans the chance to customize their own sneakers at the brand's festival tent.
According to Vandita Pandey, Marketing Vice President of Hydration and Energy at PepsiCo, the company aimed to enhance the festival for fans by helping them creating unique memories while enjoying the music.
Created in collaboration with the world's biggest custom sneaker platform CANVVS, the tent will provide 500 lucky festival-goers with free sneakers featuring Rockstar's iconic color waves, which they can design with custom elements that will be free for the entire weekend.
This includes custom laces, lace locks, and handwritten elements that can be added by on-site artists.
Guests can also get their shoes cleaned for free, to combat the festival's muddy terrain.
Earlier this year, Pepsi released a limited edition sneaker in partnership with Shaquille O'Neal and Reebok.
