As the original sneaker resale marketplace, eBay has long been the go-to destination for shoppers to find highly coveted, authentic kicks, with 14 pairs of sneakers sold every minute. But fresh competition has cropped up, instilling a 'drop & cop' culture of chasing only what's new, rather than pursuing sneakers that are uniquely you. We were briefed to bring eBay back to the forefront of sneaker culture through a more meaningful connection, and honor the fact that a sneakerhead’s hunt for holy grails is more of a journey than a destination.

Blue x eBay partnered to create “The Final Touch,” a first-of-its-kind sneaker display turning any pair, new or old, into a work of art.

Never before have people been able to display their pickups in such an iconic way. Whether you collect sneakers, art, or you understand they’re the same thing –– we all know that a collection is never finished, just a work in progress.

In film, we told the story of the stand’s creation as Blue wrestled with all the characters and creative expressions that have made him the artist he is, leading to something the sneaker community had never seen before:

Instead of making one special sneaker, we made any sneaker feel special with a limited-edition display, giving collectors a place to show off all their most coveted kicks –– because every grail deserves its throne.

Most artist collaborations follow the same template: take an existing shoe, create a “Brand x Artist” limited-edition colorway, get 15 minutes of hype via a flash sale, then on to the next one.

As the OG sneakerhead marketplace, eBay aimed to break beyond the hype-cycle and create something more lasting. In partnership with artist Blue the Great, we envisioned a way to uplift the community and elevate any shoe in a sneakerhead’s collection to “grail” status, not just the most expensive or exclusive.

In sneaker culture, storytelling is paramount to cultural meaning. We activated the mediums where our audience lives – Instagram, TikTok, and Twitter – to establish Blue’s artistic vision, establish the why of the collab, create anticipation for the drop, maximize conversation at launch, and drive urgency for sneakerheads to cop the collaboration. And because this collectible couldn't be bought, everyone had an equal opportunity to win one.

Blue The Great was the ideal partner for eBay’s sneaker display. From fine art to wall murals, basketball courts to the lauded AJ1 collab with Nike, he fluidly moves between mediums. But, after all that, he’d yet to design a sculpture.

Over 13 months, we took the concept from a sketch in Blue’s head to a must-have display on every sneakerhead’s mind. Clouds, mummy wrappings, and bubble-gloved hands – all part of Blue’s signature style – were represented throughout the stand and story alike.

We teased the partnership on social, dropping an animated film bringing Blue’s static art to life, telling the creation story of “The Final Touch.” We hosted an invite-only sneakerhead event DJ’d by Blue to proudly unveil the art piece for the first time. It culminated in a social sweepstakes across Instagram, TikTok, and Twitter for sneaker enthusiasts to enter for a chance to win.

The community delivered back to us:

629MM Estimated Total Reach

• 610MM Potential Earned Reach

• 18MM Paid Reach

• 325K Owned Reach

400K+ Engagements

13.6MM Video Views

• 65% Above Benchmark Goal

49.8% Share of Voice

• #1 among competitive set

+8.7pts Brand Favorability Lift

• 443% Above North American Benchmarks