Santa Sneaker Drop

When Anthony Davis dropped 500 pairs from Santa’s sleigh, eBay turned the dropped sneakers into a sneaker drop.

Nothing gets talked about like a big sneaker drop, yet IRL sneaker drops have been put on hold due to the pandemic. So, to grab the attention of sneakerheads during the 2020 holiday season, eBay partnered with two of the most famous big men - Santa and NBA Champion Anthony Davis - to create a 3-day AR-enabled sneaker drop that anyone could join from the safety of home.

Results: In just 3 days we received over 2 million entries and gave away over 500 pairs of sneakers (valued at $200-$6000) as well as 40,000 pairs to non-profit Soles4Souls. The campaign got the attention of Good Morning America, Yahoo Sports, Complex/Sole Collector, Bro Bible, Nice Kicks, Footwear News, and more.

The Launch Film

The A/R Drop

The Website

The Grails

The Reaction

All Content Copyright Jeremy Bernstein 2022