The campaign was designed to highlight eBay as “the original sneaker resale marketplace” as the market has become increasingly crowded with other players such as StockX and GOAT. EBay sells 14 pairs of sneakers every minute. It offers services such as Authenticity Guarantee, which since its launch for sneakers in 2020 has authenticated 2 million pairs around the globe.
The campaign saw sneakerheads lining up around the block on Memorial Day Weekend. It was conceived with Edelman and also included a preview at SneakerCon in Anaheim, Calif. earlier in May.