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On the heels of Impossible Kicks acquiring a rare collection of sneakers valued at over $1 million just days before Christmas, the company needed to generate immediate attention to capture the interest of holiday shoppers while creating broader, long-lasting awareness among consumers and investors alike about the company, its rapidly growing number of locations, and its unique business strategy in the elusive reseller industry.

Breakout Strategy / Programming

Impossible Kicks is the largest and fastest-growing brick-and-mortar sneaker reseller in the U.S. and the fourth-largest online sneaker reseller in the world.

Situation / Overview

Impossible Kicks

Case Study

STiR-communications quickly pitched the $1 million sneaker collection story within one day of receiving the task, and immediately secured onsite TV interviews with Fox Business (which garnered 42 syndicated placements nationally) as well as an earned media placement with Business Insider. STiR was engaged shortly thereafter to create and execute a long-term public relations plan for the company. We developed messaging promoting the company’s impressive growth from $15 million to $50 million within one year and 17 physical store locations within just two years during the pandemic when there was significant uncertainty regarding brick-and-mortar retail. Our team used mainstream media stories, such as Nike’s crackdown on sneaker-buying bots and Adidas’ messy breakup with Kanye West, as opportunities to pitch Impossible Kicks and position the CEO as the go-to expert on sneaker resale, an emerging luxury marketplace and alternative asset class.

Services Provided

Intelligence & Strategy

F'ing Results

Corporate Communications

More Services

Media Relations



earned media placements on behalf of Impossible Kicks

568+ Million

Media impressions earned within just 4 months

Examples of earned media placements include top-tier outlets like Fox Business, Business Insider, CNN Business, Fortune, Reuters, and Washington Post, as well as important national retail like Modern Retail and Retail Touchpoints.

STiR also secured a highly-sought after speaking opportunity for the CEO to sit on a panel at the Retail Touchpoints Conference & Expo, all expenses paid.