HORNBACH DIY Store has created the world’s first ‘Sneakerpool'- an XXL pool shaped like a pair of HUGE cult status adidas x 43einhalb ZX 10000 "Joint Path" sneakers.
They then invited hipsters and influencers to come and be awed by this creation. Since the pool is made from materials anyone can buy at Hornbach, it's meant to serve as inspiration. Of course, it's fun to watch them build something crazy, in fact, I think it's fun to watch time-lapses of people building anything at all, but here Hornbach are trying to attract a younger upcoming audience, and apparently, they're making sneakerheads' dreams come true. Fashion influencers and sneaker fans were the first to be invited to take a dip in the sneaker pool. I'm not sure how much home improvement this target market does on their own, as they're usually urban dwellers in apartments with no room for building their own porch, but perhaps they'll be inspired by the colorful sneaker tile to update their kitchens? Or after having touched that lush carpet, decide to get their own?
Having previously collaborated with controversial Chinese artist Ai Weiwei and globally renowned architect Sigurd Larsen, HORNBACH is no stranger to innovative and unexpected partnerships. This latest campaign is no exception: conceived together with HORNBACH’s longtime creative agency, Heimat, and constructed by production company Neulant van Exel, the bold stunt both shows off the creative potential of building from HORNBACH products and aligns the brand with local sneaker legends 43einhalb, attracting a new audience with a much-hyped event.
So now everyone in the sneaker community knows that with HORNBACH's pool range, anything you can imagine is possible when it comes to creating a pool in your own backyard.
Originally launched as part of the ‘Joint Path’ collection to celebrate 43einhalb’s 10th anniversary and inspired by elements of landscapes personal to the store’s members and friends, the adidas ZX 10000 style was chosen by the local sneaker community as the perfect design to be supersized and adapted into the Sneakerpool.
The build of and the results of the sneakerpool was also edited into 20-second clips that will air as short reminders of the stunt.
Agency: HEIMAT, Berlin