With all the hype surrounding the new Jordan 1 High 85 ‘Varsity Red’, Berlin boutique ‘solebox’ found a totally unique way to sell their twenty-three allocated pairs to the truly dedicated: an old fashioned treasure hunt.
Customers had to register on a FCFS basis and upon acceptance were given coordinates to the event’s secret location on the release night.
Arriving at the empty field, participants were given Jordan x solebox branded overalls, shovels, and hardhat and told to dig. From there on, you were on your own, guided only by searchlights as you dug through the night to find the coveted AJ1s.
Of the 23,000 pairs produced, solebox’s twenty-three were packaged in a large, metal “time-capsule” to protect them during the excavation process. Success at the dig-site granted you the privilege of buying the sneakers for retail, cash only, time capsule included.
Events like this not only help combat resellers but adds an extra sense of adventure and accomplishment that makes the cop all the more satisfying. Great design and unique stories like this remind us just how sneakers got to become the cultural touchstone they are today.