Clarks Originals X NYC
A Clarks Wallabee that lets New Yorkers tell the narrative of their city in real time.
The Situation.
Ask.
Design a Clarks Originals Wallabee shoe that is inspired by the greatest city in the world. Say less.
Insight.
New York City is always making headlines and drama sells. So any time New York faces a hardship like the recent Covid-19 pandemic, it not only has to overcome that, but also the critics trying to write it off for good.
Idea.
Let’s create a Wallabee that celebrates the resilience of New York City. Using the design of the shoe, Clarks will allow New York to tell it’s own story for once. One that speaks to its knack for surpassing expectations and its defying critics.
New York as told by New York.
Design.
Packaging.
Shoe box design would resemble a stack of newspapers.
Inserts.
Inside the box, the insert paper would have an old newspaper pattern similar to this.
The Launch.
To launch the shoe we’ll create an exclusive newspaper called “The New York Streets”, which would use NYC focused tweets to tell the real story of the city. Each borough would have their own unique cover and real New Yorkers would want to collect all 5 to rep their city properly.
Is it a real newspaper if there’s nobody on bikes delivering it to your doorstep? Replicating the feel of a traditional paper route and paying homage to all the bike messengers in the city, we’ll partner with DoorDash to deliver the newspaper to the addresses of anyone who purchased this NYC Wallabee.
We’ll also cater to anybody who likes to explore the city on two feet, selling the Wallabees. directly to customers by taking over select newspaper stands and vending machines all throughout the city. A shoe this clean would have New Yorkers rushing to find out which stands are selling the shoes.
