eBay has long been the home to authentic sneaker sellers, whose listings range from retro hits to the latest drops, and @ebaysneakers is the brand’s social hub to connect with the sneaker community. But, subcultures in the sneaker game aren’t one size fits all, so when eBay wanted to promote the new Neckface x Dunk Low Pro SB to skateboarders, it needed a way to stand out from other resellers with the exact same pair of shoes.
So we teamed up with the artist himself, Alex Montijo AKA Nasty Neckface, to create something that couldn’t be picked up anywhere but eBay – four 1-of-1 mirror-polished chrome sneaker boxes, complete with his new kicks inside, up for auction on behalf of The Skatepark Project. The sneaker box design, and accompanying sneakers, followed his well-known graffiti motifs, like demons, bats, skulls – so the promotional campaign followed suit.
We created a faux-90s Adult Swim-esque social content spoof called “Neckface: Demon Hunter,” where Nasty Neckface used his custom sneaker boxes to set traps for 4 dastardly demon skaters on the loose in Los Angeles. His mission: Trap demons and turn them into sneakers to raise money for skateparks.
In the end, all demons were captured, ~$20,000 was raised for The Skatepark Project, and eBay was on hundreds of thousands of skateboarders’ minds with their content and collab.
