Gap
Yeezy Gap Engineered by Balenciaga Global Launch
On January 7, 2022 a first-of-its-kind 3 way brand partnership was announced that included Ye’s peerless vision together with the most influential designer of his generation, Demna, with iconic American brand, Gap - YEEZY Gap Engineered by Balenciaga.
For the official launch of the first collection called, Drop 1, on July 21st, we concepted an elaborate OMNI channel 5 day rollout that created a groundswell of sales, conversation and affinity.
Beginning on July 20th to tease, we launched Ye’s first-ever IG handle for his brands, @YZY. As the inaugural post we utilized an ominous video we created teasing the brand’s initial foray into physical retail.
On July 21st, we launched our custom YGEBB Mobile Video Game and opened the doors of our NYC Times Square YG Retail takeover to customers and press.
On July 22nd, we announced the brand’s first-ever IRL Activation of Van Experiences on owned and fan social platforms.
On July 23rd, we announced the addresses of van activations in Miami, LA and Chicago, where we interacted w/ the experience-hungry YZY community w/ a theatrical display and sale of a subset of our products. Simultaneously, we launched shop-in-shops in 47 Gap stores across the US.
The last day, the 24th, was filled with continued social, PR and Email activities for added exposure and energy.
The result was 9B+ Media Impressions, 170M+ Social Impressions, 7K+ Social Mentions and one of the most legendary launches in Gap’s history.
