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THE WORK | Pine-Sol, Freshest Restock Sneaker Launch
THE CHANNELS | Digital, Organic & Paid Social, Influencer cross collab.
MY ROLE | Executive Creative Director - responsible for securing the partnership and conceptualizing the idea of a sneaker collaboration.
THE STRATEGY | Pine-Sol has launched the first ever Pine-Sole, a limited-edition collectible sneaker designed for brand superfans by fashion designer, creative director and artist Vashtie Kola. The sneaker's sale is a continuation of Pine-Sol's commitment to driving support for Black women entrepreneurs.
Sold exclusively through the recently launched Pine-Store, the brand's first-ever merchandise collaboration is available for purchase alongside other must-have gifts and gear for brand superfans with all proceeds1 from the Pine-Store going to digitalundivided, a nonprofit leveraging data, advocacy, and innovative programs to support women of color entrepreneurs and their communities. As a trailblazing entrepreneur herself, Vashtie designed the bold and bright kicks to pay homage to the grunge, skater and sneakerhead trends of her teenage years while utilizing the brand's well-known green and yellow scheme with its signature pine tree icon – embracing Pine-Sol's heritage in a fresh way.
THE RESULT: Sold-out 2,000 pairs of sneakers. Secured Pine-Sol as a 5-year contracted client.
400,000 impressions across ig and tik tok.