REBORN TO BE TIMELESS

The briefing​

Miele asked for an activation to introduce its newest product, the SneakerWash. A protective bag that allows sneakers to be safely washed in the washing machine. The goal was to demonstrate trust, care and performance in a way people could see and believe.​

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The idea

We love a good vintage find. The more worn, the better. Until it comes to sneakers. Then everyone gets picky. Hygiene kills the vibe, which is why so many good pairs never get worn again. So instead of avoiding the problem, we went straight for it. We tracked down the dirtiest sneakers on Vinted and ran them through Miele’s SneakerWash bag.

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The execution

The entire journey, from tracking down the dirtiest sneakers on Vinted to washing and reselling them, is documented and turned into a social series. Each episode shows visible proof of what the Miele SneakerWash bag can handle. From worn to reborn. The content lives where sneaker culture lives, making the transformation impossible to ignore.

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To take the proof off-screen, we created the Second Life Sneaker Pop-Up. A place where people don’t just hear the claim, they witness the magic. The dirtiest sneakers are washed on site and revealed in real time, moving from questionable to wearable right in front of their eyes. Visitors see, smell, and believe the transformation as worn pairs come back to life and step into their next chapter.

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From feed to feet, the SneakerWash bag turns second-hand sneakers into something people actually want to wear again.