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.