Young & Rubicam launched the world's first invisible pop up store for legendary shoe brand Airwalk. The iconic 1994 JIM is a casual, comfortable lifestyle sneaker. It's made to be worn when you hang out with friends. That's why Airwalk wanted to launch the limited edition replica not in shops, but in typical hangout spots like parks, boulevards and beaches. Using the augmented application, GoldRun, users could reserve one of the 300 limited edition pairs by going to one of the two Invisible Pop Up Store locations (in New York and Venice Beach, CA), and snapping a picture of the augmented reality shoe. People were only able to buy the sneaker if their GPS-enabled smartphone confirmed that they were within the confines of the invisible store.
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