Giveaway Mechanic

Using community insights from the year prior's top-performing Instagram post – a timeline of Brooks sneakers, posted for Retro Day – we identified Retro Day as a key opportunity to engage and grow our audience. Instead of a single post or video, we decided to go bigger: a full giveaway with multiple pieces of content across platforms.

We documented the entire process on social media, from bidding on eBay for retro Brooks, to unboxing our finds, and styling them with creators and influencers. We even tapped some die-hard Brooks employees to show off their collections of retro sneaks.