When FILA needed to launch their court collection during the pandemic, +233c developed an online streaming concept that positioned the brand credibly within dance and DJ subcultures. Rather than a product showcase, we created a live cultural event, combining performance, music, and documentary photography in real time.
We assembled a cast of cultural opinion leaders: dancers Gifty Lartey, Sidney Bandoboy, and Aaron Night alongside DJ collective Swimgood, DJ Wigm, and photographer Gary Emekwah. The live stream created an immersive experience that documented culture in the making rather than advertising toward it.
125,000 reach. FILA's court collection was positioned credibly within the targeted subcultures, for audiences who value authenticity over traditional campaign language. Brand affinity grew across all owned channels.
