NTWRK: VIRAL

SNEAKER GIVEAWAYS

NTWRK sought to aggressively grow app downloads and new user signups while reinforcing its position as the premier destination for sneaker culture, drops, and exclusive access. The challenge was to break through noise, motivate first-time users to download the app, and convert cultural attention into direct platform action.

THE IDEA

Create a series of high-stakes, culturally driven sneaker giveaways anchored by celebrity sneakerheads—turning once-in-a-lifetime collections into $1 sweepstakes moments. Each drop paired entertainment, humor, storytelling, and cultural credibility with clear calls to action: download the app, enter the drawing, tune in live.

CAMPAIGN BEATS

1. “Win The 50” with Trippie Redd

  • Giveaway of all 50 pairs from the Nike x Off-White “The 50” Dunk collection

  • $1 entry mechanic created urgency and mass participation

  • Trippie’s involvement turned the drawing into a viral cultural moment

2. Air Madness with G Herbo

  • ASMR-style “GSMR” comedy video tying sneaker storytelling to Herbo’s life

  • Giveaway of 20 rare Air Max and Air Force 1 pairs, including collaborations with Patta, Off-White, ACRONYM, Supreme, Atmos, Sean Wotherspoon, and more

  • Timed to Air Max Day and March Madness for maximum cultural relevance.

3. Walemania Giveaway with Wale

  • Live-streamed drop and interview during WrestleMania weekend

  • Custom Air Jordan 6 in UNC colorway with exclusive Walemania embossing

  • Celebrated Wale’s deep roots in both sneaker and wrestling culture, blending hip-hop, sport, and fandom

  • Integrated with Wale’s annual Walemania event—an established cultural institution

ROLE

  • Led the campaign end-to-end—concept through conversion:

  • Directed the creative vision and narrative for all three giveaways

  • Produced hero commercial spots and editorial photoshoots

  • Designed platform-native content optimized for NTWRK’s live shopping model

  • Led the marketing strategy, aligning social, talent amplification, and live drops to maximize acquisition

We didn’t sell sneakers—we sold moments. Culture-first ideas. Real artists. High-value stakes. Clear calls to action.

CREWED helped NTWRK turn sneaker obsession into measurable growth—and built a repeatable playbook for artist-led acquisition.

  • 90,000+ new app downloads and account signups

  • 6,000,000+ digital impressions

  • Significant lift in brand awareness, cultural relevance, and platform engagement

  • Proven blueprint for celebrity-led acquisition campaigns

Why It Worked?

IMPACT