Airwalk – The Invisible Pop-Up
An augmented reality retail first, way back in 2010

In 2010, we reintroduced the iconic Airwalk Jim “Tennis Ball” sneakers, but with a twist: the only way to buy them was through a geo-fenced augmented reality pop-up store, accessible for one day only in Washington Square Park (NYC) and Venice Beach (LA).

With zero marketing budget, we seeded the launch through skate blogs and let word-of-mouth take over. The result? All 300 pairs sold out within the hour.

The campaign was one of the first-ever AR-driven commerce experiences, years ahead of the curve, and proved that exclusivity, community, and tech-forward storytelling could create real demand from thin air.