Art Basel brings the art world to Miami. In 2018 the brief was to meet that consumer on their terms.
As the footwear designer, strategist, and project lead on the SoleFly side, I built the concept around the city. Green and orange leather pulling from the Miami palette, “305” and “MIA” on the tongue, a patent leather edition limited to 223 pairs. Two makeups. One story.
I managed the release as an experience — a private preview event before the public drop. Demand shut down the original venue. We moved to a digital raffle to provide access to all consumers.
Sold out in under a minute. Eventually appeared at Sotheby’s at 5x its value. The project deepened SoleFly’s relationship with Jordan Brand in a way that opened the door to everything that followed.