Asian Footwears has unveiled its new ‘Mojo Clay’ sneaker campaign centred around user-generated content, social media interaction, and collectable-led experiences as part of the launch of its limited-edition sneaker release.
The ‘Mojo Clay’ collection has been restricted to 1,500 pairs and is being promoted through a two-phase Instagram-led campaign aimed at encouraging creativity and community participation rather than relying solely on product exclusivity.
As part of the first phase, titled ‘Create Your Own Mojo’, customers purchasing the sneakers receive clay and stencils inside the box, allowing them to create customised designs inspired by the collection’s theme. Participants are encouraged to share their creations on Instagram through posts, reels, or stories by tagging the brand. The three most creative entries will receive miniature bats signed by MS Dhoni.
The second phase, called ‘Collect & Unlock’, introduces exclusive collector cards included with every limited-edition Mojo sneaker release. Consumers who collect all three cards from upcoming editions and showcase them on Instagram will qualify for a lucky draw, where one winner will gain access to an exclusive event featuring MS Dhoni.
Commenting on the initiative, Aayush Jindal, CEO of Asian Footwears, said, “We wanted ‘Mojo Clay’ to go beyond a product drop. By building creativity and collectability into the experience, we’re giving consumers a reason to engage, participate, and come back for more.”
Inspired by the raw and adaptable nature of clay, the campaign positions ‘Mojo Clay’ as a symbol of individuality and self-expression. Through the integration of gamification, creator participation, and celebrity-led experiences, the brand aims to transform the sneaker launch into a broader digital engagement ecosystem extending beyond the purchase journey.
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