A look into the mechanics behind the sneaker brand's innovative campaign.

Seems apt that the worlds first invisible pop up store should come from Airwalk – in literal terms, the pop up store functions through AR on your mobile device but without it, appears just to be thin air.  Targeted sneakerheads were taken offline and invited to interact in a unique experience with only their mobile device.

Devised by Y&R New York's content division, Airwalk sought to release a limited edition, re-launched Jim; the anti-gym shoe geared towards kids outside the world of organized sports and more akin to hanging on park benches or the beach.  At locations such as Venice Beach and Washington Square Park, Airwalk rolled out their virtual pop up store concept and set the scene with a story told to each specific location.

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