The challenge was to move beyond traditional sponsorship visibility and create a cultural moment that positioned GOAT not just as a sponsor, but as an integral part of Paris' football-fashion ecosystem. The activation needed to feel organic to the streets of Paris while amplifying the partnership's significance to both local fans and the global sneaker community.
Street-Level Cultural Saturation
We deployed a strategic wild posting campaign across Paris' most culturally relevant arrondissements to create unavoidable brand presence where the target audience lives, works, and plays. This hyper-local approach was designed to generate organic buzz and social amplification while establishing GOAT's legitimacy within Paris' streetwear scene. The strategy was built on three core pillars:
Neighborhood Intelligence : Deep mapping of Paris' sneaker and football culture hotspots—Le Marais, République, Bastille, Belleville, and key areas around Parc des Princes—to identify high-traffic zones where PSG fans and streetwear enthusiasts intersect.
Executional Excellence: Securing premium wild posting locations across 150+ sites, ensuring visual dominance in neighborhoods with the highest concentration of the target demographic. Each placement was selected for visibility, foot traffic, and cultural relevance.
Amplification Ecosystem: Creating Instagram-worthy moments through bold visuals that combined GOAT's brand identity with PSG's iconic imagery, designed specifically to drive organic social sharing and user-generated content from fans discovering the campaign in their neighborhoods.
Real-world
results
wild posting sites secured across Paris' key cultural neighborhoods
impressions generated among football and sneaker culture enthusiasts
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Goat
Salomon
