Y-3 Qasa 300
ADIDAS Y-3
Y-3 Qasa 300 Limited-Edition Activation
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With the AW16 collection, Y-3 celebrated a triple black collection fused by athleticism and monastic silhouettes. The highlight of the show was the limited-edition reflective Qasa 300 with its futuristic shape, minimal construction and non-traditional seaming. The signature sneaker was sold out two hours after the fashion show and became a collector’s item valued five times the retail price on the resell market.
Goat.
Y-3 Qasa 300 Limited-edition on the secondary market platform goat.com
INSIGHT
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The aim was to build up huge hype on social media to create brand heat around the AW16 Paris fashion show. Further, to trigger the sell-out of the limited-edition Qasa 300 right after the show and to make Y-3 for its first time enter the sneaker resell market.
INNOVATION
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The limited-edition Qasa 300 was unveiled through a social media and newsletter campaign highlighting the reflectivity of the sneaker and its close-ups taken at the fashion show for the first time. Right after the show Y-3.com featured the AW16 fashion show video with a “shop now” button leading to a dedicated landing page to pre-order the limited Qasa 300 exclusively online.
IMPACT
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The Qasa 300 was sold out within two hours on Y-3.com. The shoe became an instant collector’s item (camp, cop, resell) with five times the value of its retail price. It created more than 200 million potential reach and record engagement on social media (+453%). 30% of the fashion show’s social media conversation was about the Qasa 300.