Talk about hot Rods. Manhattan sneaker boutique West NYC just launched a racy new campaign to promote its new NYC x Adidas pink-and-white Rod Laver sneakers. Starring New York City–based comedian and content creator Ollyybee, the campaign uses the tagline “She’s all about his Rod.”
Assets include a playful video featured on the store’s social media platforms, with playground gossips speculating on a couple and deciding that “Everybody knows she’s only with him for his Rod…size 12 too.”
The Rod in question is a pair of sneakers named for tennis great Rod Laver—a West NYC exclusive and a follow-up to last year’s West NYC x Adidas white/orange Rod Laver.
The shoe is a perpetual bestseller for the store— “the Air Force 1 of the Upper West Side,” according to Lester Wasserman, who owns West NYC and next-door TipTop Shoes.
“We’re trying to do what Jewman’s did with the Air Force 1, but with the Rod Laver,” explains West NYC Brand Director Adir Landes, referring to the iconic Bronx store H&R Hosiery, affectionately nicknamed Jewman’s. Now shuttered, the store was once legendary in hip-hop circles, the go-to for exclusive colorways of Nike Air Force 1s in the 1980s.
The West NYC x adidas Rod Laver White/Pink (KZ6225) will launch exclusively at West NYC on Saturday, July 25th, in-store and online for $100.
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