The idea
Selling shoes in threes
As a skater myself, I've often thrown away a whole pair when only the dominant-foot shoe was worn out. That happens because that foot, rubbing against the board's grip while doing the tricks, wears down much faster than the other. And if the problem is that one shoe dies first, the answer is: one more shoe, of course! We created Vans 3xtra Shoe, the first 3-shoe pack: two of the dominant foot and one of the other, so skaters could swap the dominant-foot shoe and keep skating without buying a new pair.
A product idea before an advertising one, with a double shortlist at Cannes: one in Promo & Activation and one, the one we were proudest of, in Product Design.
The case, in video.
The pack: two of the dominant foot, one of the other.