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Trolli + James Harden = social success

Here's the Skinny

Headache:

Cracking the teen market — where brands go to die if they try too hard.

wow moment:

Don't chase relevance. Create it. Sneakerheads treat drops like currency. So we made candy collectible by transforming Trolli into streetwear.

execution:

Trolli teamed with James Harden and adidas to launch Trolli Sour Brite Sneaks — gummy replicas of the Harden Vol. II kicks. Not a sponsorship. Genuine product innovation fusing basketball, sneaker culture, and candy.

activation:

YouTube sneakerhead influencers generated authentic buzz around the "drop" Instagram AR tech turned gummies into shareable UGC content NBA Live gaming and Shaq amplified reach Why CMOs Will Get a Better Night's Sleep: This proves you can manufacture demand, hijack cultural moments, and turn everyday products into must-haves. The three-way collab delivered distribution none could achieve solo while making Trolli the talk of youth culture — organically.

here's the skinny:

The product was the media strategy.

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