STR.CRD is a sneaker and street culture festival now in it’s second year. In 2010 the event was hosted in Cape Town, and this year organisers Hardy Mcqueen and Stephan Le Roux decided to host it in Johannesburg’s Maboneng precinct, using the Arts on Main buildings and surrounding areas.
STR.CRD is a highlight on any sneaker head’s calendar for the year. It’s the time when all the big brands get to flex some muscle and showcase their product lines in one space, and so do the up-and-coming brands get the opportunity to showcase their products to a large range of people.
We were there to document the brand activations and bring them to you, in case you couldn’t make it. The larger brands each had their own unique activations, with some going the large dominating route, and others taking a more subtle tactical approach.
NIKE Sportswear managed to bring through the NIKE MAG’s – the new shoes featured in Back to The Future. There are only 1500 pairs of these made, so they are super exclusive and getting them into the country (and continent!) took quite a lot of back-and-forthing.
Of the larger brands, ADIDAS had the largest, most widespread approach bringing the ADIBUS through where users could take pics in the photobooth, a large retail component, sneaker customizations and a roof-top party for VIPS.
PUMA brought through their PUMA Gear Box Bus where people could walk through and have a look at all the merchandise.
A number of smaller stalls were scattered across the lower and middle section of the buildings, with WOLVES, BOS Iced Tea and many more hosting their own addition to STR.CRD 2011.
We had great fun, and it was fantastic to see so many people head through to downtown JHB to attend an event for the whole day. We hope STR.CRD becomes a regular feature on the social calendar. More pics below: