eBay

Caitlin Allen, Head of Communications, eBay North America
Briana Gardner, Sr. Manager, Digital & Social Media Comms at eBay
Emilie Furda, Director of Communications, eBay North America
Evelyn Kha, Sr. Manager, Communications Sneakers/Fashion, eBay North America

Edelman *Lead Agency

Jeremy Bernstein, Chief Creative Officer, SSA
Sean Ellman, SVP Group Creative Director
Berto Santana, VP Creative Director Art
Kaleah Horton, Associate Creative Director, Art
Alexandra Weinberg, Associate Creative Director, Copy
Jeremy Busch, Executive Vice President, Head of Strategy
Bridget Strawn, Connections Strategy Director
Kim Niadna, Executive Vice President, Global Client Leader
Linsey Mounger, Senior Vice President
Derek Gannon, Vice President, Executive Producer
Jordan Atlas, Global Executive Creative Director
Helen Yu, Designer
Kelly Salih, Associate Creative Director
Evan Dull, Vice President, Design Director
Thiago Elias, EVP, Executive Design Director
Dan Zelikman, Senior Vice President, Executive Producer
Melle Hock, U.S. Chief Strategy Officer
Danielle Kellner, Strategy Director
Mikayla Wilkinson, Senior Manager, Social Strategy
Kristin Sundberg, Senior Vice President
Shannon Sinwell, Account Executive
Gabby Rosenthal, Vice President, Influence Marketing
Julia Sabetta, Vice President, Influence Marketing
Andre Yearwood, Manager, Influence Marketing
Nassdja Anthony, Senior Producer
Taurie Steingart, Vice President, Program Director
Alec Vazquez, Senior Project Manager
Daniel Sharts, Project Director

Edelman Data & Intelligence

Allison Barrazotto, Director, Performance Analytics
Molly Hamilton, Senior Vice President, DXI Client Lead
Devin Aubrey, Sr. Manager, DxI
Christopher Baldridge, Associate, DxI
Zoe Wang, Senior Analyst, Analytics
Rachael Fissel, Analyst, Performance Analytics

PJX Media

Ruben Flores, Associate Media Director
Mike Goodrich, Production Director

Online marketplace eBay was still the biggest player in the fast-growing sneaker-collecting market, but a new generation of specialists were gaining share. A dive into audience culture revealed unresolved frustrations. Enthusiasts were being priced out, and reluctant to wear their purchases for fear of ‘devaluing’ them. As a catalyst for change we created stores that offered big discounts to sneaker fans willing to ‘wear ’em out,’ sparking extensive coverage and debate. It changed attitudes. It increased social mentions 2,000%. And Q3 sneaker sales rose 25% YOY.