Friday, January 19, 2007

Sport Gear as corporate -guerilla type artwork

Sport shoes will be lining the streets of Fort Wayne, Indiana for part of the summer 2007. Fort Wayne/Allen County Convention and Visitors Bureau is selling their "Room for Dreams" logo with a "Team Dreams' theme fundraising event that involves shoes.

For the second straight year, the American Youth Basketball Tour and the United States Specialty Sports Association will hold their championships on various days from July 5 to July 30 at Spiece Fieldhouse and about 10 other area gymnasiums. The two organizations liked Fort Wayne so much they’re back with an expected 600 teams, 15,000 people and an estimated $6 million windfall.



The Visitors Bureau has dubbed the tournaments and art project “Team Dreams,” a play on the city’s new slogan, “Room for Dreams.”

The art project is a take on last year wanting to hate but chuckled inspite of yourself fun project of IPFW mastodon lining the streets.


Perhaps, it's not just the mastodon success that has FWACCC banking on the street gear theme..perhaps the location of the foot gear is to steer traffic to our local malls.

To celebrate its 15th anniversary, Meadowhall Centre wanted a huge event. The result, Funky Feet, was a monthlong, interactive campaign to boost traffic and sales and raise money for charity.


And

During the gala, money was raised for the hospital via a raffle, a casino, the shoe auction and by “fining” people in boring shoes. “Ruby Slipper” awards were given for the best of the decorated oversized shoes.


And the results

The center gained publicity valued at over £119,000. Meadowhall also reaped sales revenue of £76,150 through in-center promotions with various businesses.
Charity fund-raising efforts yielded £25,018 for the hospital. And the sheer magnitude of the event created a memorable theatrical environment in which to shop.


Interesting, Nike., Reebok, Sprint, Verizon, L'Oreal..but not real hip-hop art.

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