Sperry collaborated with Gallo Negro tattoo studio to reach the young target audience through the customized footwear tattooed by the studio artists Anibal Pantoja, Zam Gutierrez, and Isameth Al-Pariah. As a part of the strategy, we organized a launch event, live intervention on shoes, DIY workshops, and presented customized shoes in the department stores in the spring/summer collection. The cooperation with the artists was covered in media and by influencers and created a lot of content for social media.