TWEAK Footwear has done something that no one else has attempted before: They have created a brand ‘for people’, and they have done this by establishing a social community around ‘the sneaker’. Their ultimate goal is to use social networks to connect fans and learn exactly what these fans want in a product.
As stated in their press release:
“TWEAK takes the innovative ideas of young minds…and translates them into a custom designed sneaker that reflects the creative influences and personalities of each featured Internet celebrity and their followers. Every shoe has an identity that speaks to a specific audience and is backed by a canon of videos, blog posts, and image submissions that documents the evolution of each model and continues its life cycle.”
In the past year, TWEAK has created YouTube videos with Internet celebrities such as Olga Kay, Penny Arcade, Timothy DeLaGhetto, Keep The Heat, DeStorm Power, Wheezy Waiter, and Rhett & Link. Through their videos, this crew has asked their fans to describe what they want in a shoe design and product. This process has allowed for the creation of seven different shoe styles. Some of these styles include: The Mythical Shoe (sold over 300 pairs of sneakers in the first 24 hours), The Wheezy Shoe, The Heat Sneakers, The Cannons, Penny Arcade, DeShoe, and MOOSHoos. TWEAK is also currently working on two new shoe models with the Australian rock band, Sick Puppies, and the creator of Internet Killed Television, Charles Trippy.
Besides YouTube videos, TWEAK has also been encouraging their fans to become even more interactive with the brand and one another. TWEAK’s weekly livestreams addresses fan’s questions live on camera (while also giving away free sneakers!). By having these ‘Free Shoe Friday’ videos, TWEAK aims to be a very accessible brand. With a face behind the company, TWEAK wants their fans to feel even more apart of this collective community.
Based out of Hermosa, Beach, CA, TWEAK has had over 150,000 YouTube views and has more than 10,000 Facebook Fans. Having been around for only a year, this company has made its mark in the viral world, and continues to grow daily. Most importantly though, TWEAK’s innovative and interpretive social interaction enables this startup to listen and incorporate YOUR ideas into its products.
TWEAK is a brand about YOU. Find out how YOU can be apart of this movement by going to these sites:
http://www.youtube.com/tweakfootwearproject
http://www.twitter.com/tweakfootwear
http://www.facebook.com/tweakshoes
