Jack Daniel’s

NBA All-Star Weekend X The Shoe Surgeon


Jack Daniel’s, an official sponsor of NBA All-Star Weekend, partnered with The Shoe Surgeon to create custom, limited-edition Nike Air Force sneakers. IW Group helped bring this partnership to life and engage lifestyle media, influencers and NBA All-Star Weekend fans with a raffle of the unique sneakers.

The activation was a resounding success. From a media perspective, we received coverage in notable sneaker and lifestyle publications, such as Kicksonfire.com, Nicekicks.com and Sneakernews.com. Wristbands for the raffle were quickly all given out on both days of the popular event.