EP+Co and Puma have collaborated for a fourth time experiential activation - this time, launching the RS-X MTV Sneaker at the 'PUMA RS-X MTV SNEAKER TALK' event in Atlanta, thosted by Sway Calloway and rappers Lil Keed, Yung Bans and Deante’ Hitchcock.
EP+Co wanted to 'Unthink' the way it brought the new sneakers to life, using music, fashion and technology to dream up a drum kit made of sneakers. That’s right, a 12-shoe, professional-level drum kit, made up entirely of sneakers, that was 100% built in-house at EP+Co from engineering and fabrication, creative technology and build, to content capture and experiential activation.
The drum kit featured 12 new RS-X MTV sneakers, that each made percussion sounds with the hit of a drum stick to give artists and attendees the chance to make their own music in a truly unique way. The physical drum kit was designed and created by EP+Co's content engineering and creative technology team, made from the ground up in the agency's CoLab shop and studio.
Starting with raw steel, it conducted extensive testing and experimented with height, size, placement and ergonomics until the experience was perfectly synced with that of a kick drum. In other words, a professional percussionist could make micro adjustments on each and every shoe to make sure it felt and played just like an actual drum kit.
Check out more in the film and images below.