A rare pop-up concept store in which all the shoes are free, if you manage to help yourself from a shelf 10 feet high. The stunt featured American basketball icon Derrick Rose himself as the only store manager to not only promote his signature shoes but to convert him into a star overnight among the less interested UK audience.

The case study tells the story to a great length of how they made the connection using D. Rose humble beginnings. Great storytelling and craft of the event where no detail was left unattended.