Tread by Everlane
PROJECT OVERVIEW
I worked with an incredible team to create a pop-up retail experience in Downtown Los Angeles to launch Everlane’s sustainable sneaker line, Tread.
Visitors to the space engaged with installations showing Everlane’s sustainable process, learned how a sneaker is assembled and could participate in conversations on a low-impact lifestyle. Local community activists and leaders hosted events: dance classes, panel discussions, a documentary film screening, live music and a clothing drive for the Skid Row community.
Participants included Larayia Gaston, Maurice Harris, Maceo Paisley, Grace Danico, Rick’s Produce, Tropics, Upendo Taylor, and DJs curated by Peanut Butter Wolf.
This activation included a dedicated website, a massive social media push with unique content for the @treadbyeverlane Instagram account, an environmental build-out of the retail space, wild postings, photography and video content, as well as interactive/educational moments throughout the space.
