Amplify + THE ICONIC bring New York
sneaker culture to Melbourne...


Amplify were briefed to create an event that would launch THE ICONIC’s SneakerHub as the go-to destination for sneakers and streetwear in Australia for sportswear brands and customers.

Insight + Strategy

Tapping into the growing
 streetwear trend...

Due to its timezone, Australia is the world’s first market where the hottest products drop first, yet our audience often buys online from other markets. To tap into the growing streetwear trend, THE ICONIC’s SneakerHub had to stand out to sportswear brands to secure future exclusive sneaker releases, as well as Australian ‘Sneakerheads’ who are used to iconic global footwear launches.

Our strategy led us to create an event that would allow our audience to experience the hype of SneakerHub by creating a space where they could find, fall for and ‘fan out’ at the latest sneaker collaborations and lose themselves in a world of content, streetwear, technology and music.

Building a content engine


SneakerHub exclusive footwear was beautifully showcased throughout the space, heroing key partners. From a New Balance GIF booth to the Champion cherry blossom grove and an AR-powered Adidas archive, experiences over four floors created content opportunities and product showcases for key brands during the night. Whilst neon lights guided guests through the venue to the underground party hosted by hip hop DJ’s and artists, including Tkay Maidza, Khi’leb and B Wise.