From the Champions League Friday Night Show to Stormzy’s surprise Liverpool concert, Rockstar Energy Drink has fuelled some of the biggest entertainment moments over the last year. Continuing to make its mark on these showstopping experiences, the brand lands at six major Live Nation UK festivals as the headline partner, and to round off the season, last weekend it took to Creamfields to host a crafty sneaker activation.
While post-festival footwear is known for being muddy, ripped, and trash-worthy, the new activation looked to turn this reputation into a memorable takeaway by offering a drop-in customization station. Here, 500 festival goers were invited to hand over their dirty kicks for free cleaning, and in return were able to personalize a pair of Rockstar Energy Drink sneakers with a range of DIY crafts. Organized by custom sneaker specialist CANVVS, the hands-on activation provided custom laces, lace locks, paints, and tags.
A select handful also had the chance to get hand-painted designs from on-site artists who worked on perfecting the sneakers into limited-edition customs throughout the duration of the festival. After the event, any leftover sneakers, both cleaned and brand-new pairs, were then donated to Shoe Aid in an effort to give back and reduce waste.
To celebrate the activation, Rockstar Energy Drink collaborated with sneaker artist Scottie Wilkinson to craft three pairs of exclusive sneakers inspired by Creamfields headliners Chase & Status. The special low-top basketball silhouette featured graffiti artwork with splashes of yellow and black influenced by the iconic duo. As well as gifting one pair to the headline act, two other hand-painted editions were hidden across the festival grounds for attendees to find.
Head to the brand’s Instagram page now to find out more about the customizable Rockstar Energy Drink and CANVVS sneakers as well as its Live Nation UK festival partnership.
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