As the Agency of Record for the new alternative investment sneaker platform, Rares, 11 Ounces was tasked with introducing the brand at the Super Bowl of Sneakers and hype culture – for the return of ComplexCon 2021.
To launch the first IPO for the most expensive sneaker in the world, the Nike Air Yeezy 1 Prototype, that Rares acquired from Sotheby’s last Spring for $1.8M, 11oz produced a premium and immersive booth experience at ComplexCon that introduced Rares as the only stock exchange for sneakers in the market.
To ensure that we generated the ground swell to launch the Yeezy 1 IPO, months after the brand first went viral, we IPO’d the shoe exclusively at ComplexCon. For the booth concept, we produced “The Heist” which was a play off of the cult classic film “Dead Presidents”, which featured a full laced brinks truck and freestanding vault to signifying that Rares was giving the shoe back to the culture that made it so coveted and increase in value.
We placed the coveted Yeezy 1 an enclosed vault for all attendees to view and take selfies with the shoe, while also being able to invest in shoe for as little as $25/share when the IPO opened on the ComplexCon floor directly on the Rares app.