Airwalk's Invisible Pop Up Store

 

Airwalk reissued their classic Jim shoe for a November release. To reserve one of the 300 pairs, the brand encouraged fans to download an app to their Iphone, go to a specified location and then snap a photo. If in the correct location, the fans would essentially pick up a virtual picture of the shoes. Capturing the virtual shoe on their phone qualified them to line-up and pre-order the shoes.

The invisible pop up shop opened on November 6th in both Venice Beach, LA and Washington Square Park in NYC. If there were any shoes left over after the event, they are now open to the general public via the Airwalk Website.