In New York’s Chelsea neighborhood earlier this month, an unassuming building recently played host to a crowd of sneakerheads and VIPs gathered to learn more about the culture of the shoe and customize their own. They were there for Drop Up, the latest pop-up shop from Bleacher Report, which worked with advertisers Twitter, Adidas and Levi’s on the event. Inside, attendees could get fitted for Levi’s to see which jeans would look best with their shoes, paint shoes with Mache, get an overview of how the sneaker has evolved and customize deconstructed shoes.
“We live and exist in a very complicated landscape. There’s more content in the ecosystem than you could ever consume as a human being,” said Bleacher Report’s chief brand officer Ed Romaine, who noted that the pop-up was one way of many the publisher has done with brands to reach consumers.