Chevy x Book x Nike

When you’re lucky enough to have an NBA All-Star who loves your brand, it opens the doors for some really cool sh*t. That’s how the collab between Chevy and Phoenix Suns star Devin Booker was born. The Michigan native dropped his signature shoe, the Book 1, with a limited edition Chevrolet version inspired by his love of the classic Blazer. We hatched the idea to create a scavenger hunt around Detroit, aligning with the Finder’s Keeper’s series he does on his personal channel, by hiding three exclusive pairs of Book 1s in notable spots around town — the stairs of St.Cecelia’s Gym, Little Caesars Arena and Comerica Park. We developed a full treatment along with pre- and post-drop content to complement our Instagram Stories on the day of the drops.

Earned Media
Hypebeast, Modern Notoriety, Bleacher Report, Sneaker News, Yahoo!, The Arizona Republic

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Teasing the collab

The scavenger hunt in Detroit went off without a hitch, and a big reason for that was the buzz we created with pre-event content juxtaposing the Book 1s with the Chevy Blazer EV. Devin Booker shouting it out on his IG helped, too.

Creative Directors: Sarah Constantino, Jonathan Candelaria
Associate Creative Director: Devin Polaski
Senior Copywriter: Brady Fredericksen
Copywriter: Harrison Hayes
Designer: Hazel Choo