The footwear brand is taking their advertising to the streets, selling pumps on street corners and hosting late-night events featuring drag queens to advertise their latest collection.

Hot off of Fashion Week, the fashion brand Cole Haan is taking their Chelsea pumps to the streets, creating a social-media and events-based advertising campaign with the slogan ‘Don’t Go Home’.

The brand has posted billboards, painted security gates and more creatively, advertises social events, where they set up shop in a food truck to sell the pumps on the curb. Their campaign even includes drag queens who entertain, dancing or mingling with customers. The shoes have been designed with Nike Air Technology to create a comfortable shoe that could be worn for 20 hours, from work to the after-party. The company encourages staying out late, posting messages like “you can sleep when you’re dead” and “they don’t make reality shows about good girls,” posting their hash-tag #DontGoHome.

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