The Association of Pickleball Players
September 22, 2025
Under Armour
September 25, 2025
7-Eleven & Speedway
THE BACKGROUND
A leader in the C-store industry, 7-Eleven and Speedway are under constant pressure to create cultural relevance, generate significant brand buzz, and drive in-store traffic among their key gen Z target.
THE CHALLENGE
Create a brand activation for both 7-Eleven and Speedway that will highly engage gen Z football fans via earned and social media activation, driving them in-store to generate incremental trips & incentivize purchase
OUR SOLUTION
Intersport created The Cleat Crew®, a team of 9 college football stars nationwide invited to design a pair of custom cleats to benefit each athlete’s local Children’s Miracle Network Hospital, via online auctions.
We partnered with ESPN’s Molly McGrath for auction previews and captured each athlete’s personal cleat story on film, generating brand and cause awareness via a 360° paid and earned media campaign.
Fans who didn’t snag a pair were incentivized to make a qualifying purchase in-store for the chance to win a surprise second pair of custom cleats or a design session with The Shoe Surgeon.
RESULTS
7-Eleven scored 1 billion+ earned media impressions, with nearly all coverage citing both the brand and CMNetwork Hospitals
Organic Cleat Crew athlete content crushed industry engagement benchmarks by an average of 560%
Customers who were aware of the in-store Cleat Crew program made 3x more visits and reported basket sizes 3x larger than customers who had not been exposed.
Chief Marketer named Cleat Crew the Best Cause-Driven Campaign of 2024
