Opp or Drop

Cop or Drop is a term coined by sneakerheads around 2019. Cop means that you would get the sneakers and add them to your collection, while drop means that you wouldn't purchase the sneaker even for resale purposes.

Insight

People feel pressured to own premium sneakers as they fear being judged and losing their sense of belonging within the community.

The Problem

The absence of owning premium, limited-edition sneakers leads to exclusion and lack of recognition, creating a significant barrier to social belonging and acceptance within communities where footwear plays a defining role.

The Solution

To strategically address the social issue of exclusion and lack of recognition due to the absence of premium sneakers. By creating a Transmedia Marketing Campaign that leverages the power of community engagement, inclusivity, and empowerment.

For this concept “cop” substituted with opp (opportunity). The sneakerhead will therefore be given the chance to change someone’s life for the better. This concept will be focused around getting sneakerheads to see that they aren’t just giving their sneakers away but rather giving someone an opportunity that they otherwise would have never come across.

Group Members

Laeeqah Cassim, Copywriter

Irshad Abrahams, Graphic Designer

Daniel Banda, Digital Designer

Case Study Video

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