AJIO has launched the second edition of its Sneakerhood campaign conceptualised by Phantom Ideas. To inculcate community building and interactions, the brand has collaborated with influential sneakerheads and deep-dived into their sneaker rooms and lives.
The campaign film features a diverse community of sneakerheads themselves presenting the most notable sneaker pairs from the house. The campaign focuses on building and sustaining a large community of sneakerheads in India by resonating with their love for sneakers.
“Be it the product, trends or technology, AJIO Sneakerhood is currently standing at the helm of an industry evolving at lightning speed. It’s challenging to stay ahead of the curve—a challenge we welcome happily,” says Vineeth Nair, CEO of AJIO. “We’ve got the finest sneakers of the world— everything from Air Jordans to Stan Smiths, from V-10s to Chuck Taylors, from Gel-Lytes to Disruptors… you name it and we have it. So we needed to let Indian Sneakerheads know that the world’s greatest sneaker store is just a tap away,” expresses Nair.
“Inclusivity, and not unattainable high fashion, was our intent from the start.”, says Robert Anthoney, Founder and Chief Creative Officer, Phantom ideas. “The entire campaign’s focus was to build and sustain a large community of sneakerheads in India by speaking their language and truly representing their undying love for sneakers,” he added.
Set against a pop-art aesthetic, the film brings forth the unapologetic loyalty and emotional eccentricities of true sneakerheads, all in tune with a fun, foot- tapping track.
Watch the film here: