eBay Unboxes Sneaker Culture in ‘All for Kicks’ Campaign

Blake Marquis | Jun. 10 2021

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: 

Check out the work in Ad Age and Little Black Book.

Client: eBay
Head of Social Media Marketing, North America, Jen Haley
Director of Creative and Social, Maryann Bell
Associate Creative Director, Social Media, Nina Louie
Director, Marketing and Creative Operations, Kira Moller
Sr. Manager Paid Social Strategy, Craig Weinberg
Sr. Manager Digital & Social Media Communications, Briana Gardner
Sneakers Social Lead, Ryan Corpuz
Senior Communication Strategist, Emilie Furda
Agency: The Many
Executive Creative Director, Founder, Blake Marquis
Associate Creative Director, Mars Milisic
Associate Creative Director, Kalee Abella
Senior Copywriter, Evan Chiplock
Senior Art Director, Cameron Bell
Senior Art Director, Erika Leiva
Head of Production, Dave Horowitz
Senior Producer, Morgan Menco
Group Brand Director, John Line
Senior Brand Director, Amber Adoue
Senior Brand Director, Rediate Tekeste
Associate Brand Director, Emily Risher
Director of Project Management, Iman Forde
Senior Project Manager, Jonathan Hermes
Production Company: Tuff Contender
Director, Ariel Fisher
Executive Producer, Max Rose
Executive Producer, DJay Brawner
Producer, Davey Johnson
Director of Photography, Ben Carey
Production Designer, Briana Gonzalez
1st AD, Sam Shapson
Offline: Plus Plus
Managing Director, Dave Horowitz
Director of Content, Trevor Paperny
Offline Editor: Andy Green