eBay Unboxes Sneaker Culture in ‘All for Kicks’ Campaign

When you venture deeper into the sneaker community, you discover that sneakerheads take their devotion to a whole new level—from licking the soles of a brand new pair, sniffing the sole inserts, or going to extreme measures to avoid a crease or scuff. Sneakerheads do the craziest things for their kicks.
 
“All for Kicks,” eBay’s new content series created in partnership with The Many, is a series of seven short films that showcase hyperreal sneakerhead moments. Directed by Ariel Fisher of Tuff Contender, all seven shorts bring attention to buying, selling, and wearing truths amongst the sneaker community. The campaign launched on June 8, 2021, with the first short film “Sniff.” The remaining six shorts will go live on a once per week cadence concluding with “Grandma” on July 21, 2021.
 
“Sneakerhead culture is massive, and in that culture, there are innumerable niches, quirks, personalities, and interests,” Evan Chiplock, senior copywriter, The Many. “We found that most of those had been left by the wayside in order to celebrate the culture as a whole. To us, the real celebration happens when you dig deep on what makes Sneakerheads tick. What makes them unique. eBay understands those things, and we’re excited to bring them to the forefront with this campaign.”
 
eBay is the originator and one of the largest marketplaces for browsing, buying, and selling sneakers, which is why eBay and The Many are mirroring that shared affinity back at people to show that they’ve always been in the sneaker game. The campaign takes a humorous twist by watching a dad taste his shoe instead of enjoying breakfast with family or a grandma running her sneaker game from the comfort of her recliner chair.
 
“This work reflects months of close collaboration with the eBay team, and we’re proud to share the results of that strategic and creative partnership”, said John Line, group brand director, The Many. “This represents a core piece of our efforts to forge meaningful connections with enthusiast audiences across multiple eBay verticals.” 
 
The sneaker community will be able to view all seven shorts on the @ebaysneakers Instagram account.
 
Since the start of the relationship this past January, eBay and The Many have crafted a portfolio of work that spotlights some of eBay’s most celebrated products with the launch of the brand’s first-ever product-focused social channels dedicated to specific verticals—@ebaywatches and @ebaysneakers. Combined, these social handles develop the category leader’s voice across social and offer watch and sneaker enthusiasts the opportunity to dive deeper into the unique languages and cultures of collecting and cultivating their most beloved possessions, and the moments, people, and history that make the process of buying and selling on eBay a one-of-a-kind experience.
 
“With ‘All for Kicks,’ we’re putting sneakerhead passions on a pedestal to demonstrate eBay’s long history as the go-to place for the latest in sneaker culture,” said Mars Milisic, associate creative director, The Many. “Plus, there’s nothing more entertaining than watching a man taste his shoe over ten times for breakfast.”
 
Previous work from eBay and The Many includes: 

• “Watch Me” – a one-minute hype film accompanying the launch of eBay’s first-ever product-focused social handle, @ebaywatches, a dedicated luxury watches Instagram channel.

• “A Timeless Love Affair” – a short Film Noir that shows how luxury watches stand the test of time, just like true love.

• “The Sneaker Hunt” – a multi-channel interactive art experience that celebrates the process of finding, bidding on, and eventually copping the perfect pair of kicks. The collaboration included sweepstakes for fans.