---
title: "16th Shorty Awards: eBay The Footprint Finalist"
url: https://stacklist.com/card/7d565aa8-b21c-4cb8-b2a4-916bfb2775a0
source_url: "https://shortyawards.com/16th/the-footprint"
stack: https://stacklist.com/c/business/stack/fa6d8bca-357c-476c-9ff5-cf91f01ffc2e
summary: "eBay's \"The Footprint\" is a social-native docu series launched for Black History Month that honors Black pioneers and originators of sneaker culture who have historically earned less than 5% of the industry's 70 billion dollar annual revenue. The campaign features iconic figures like Dapper Dan and Dwayne Edwards across multiple chapters tracing Black influence on sneaker history from the 1970s through the 1990s."
tags: "sneaker-culture, black-history, social-media, multicultural-marketing, docu-series, community-engagement"
key_entities: "eBay (organization), 16th Annual Shorty Awards (event), Black History Month (event), Dapper Dan (person), Dwayne Edwards (person), The Footprint (concept), New York (location), sneaker-culture (concept)"
classification: "reference"
content_hash: "sha256:315705c53c50e3f28e424971d3e168a71f315b07857e0ecc883c564db58e0743"
acp_version: "0.2"
token_counts_approximate: 2183
visibility: public
agent_accessible: true
status: "final"
---

# 16th Shorty Awards: eBay The Footprint Finalist

THE 14TH ANNUAL SHORTY AWARDS The Shorty Awards honor the best of social media and digital. View this season's finalists! Campaign Brand Awareness Campaign Foreign Language Campaign Global Campaign Integrated Campaign Launch Campaign Local Campaign Multi-Platform Campaign Multicultural Campaign Rebrand Campaign Social Good Campaign Content and Media Blog & Micro-blog Brand Voice Branded Content Branded Series Contest or Promotion Copywriting Email & Newsletter Episodic Meme, GIF, & Emojis Micro-Site Single Post or Activation Use of Viral Content User-Generated Content Creator & Influencer Partnerships Instagram Partnership Multi-Platform Partnership Other Platform Partnership TikTok Partnership YouTube Partnership Design Animation Art Direction Audio & Music Brand Identity Brand Redesign Generative AI Graphic Art Images Website/App Industry Auto Business to Business Consumer Brand Education Entertainment Fashion & Beauty Financial Services Fitness, Health, & Wellness Food & Beverage Gaming Government & Politics Hospitality Insurance Live Events News & Media Non-Profit Pets & Animals Pharma & Healthcare Real Estate Restaurants Retail & E-Commerce Social Activism Sports Technology Television Travel & Tourism Wine, Beer & Spirits Overall Presence Meta Presence Multi-Platform Presence Other Platform Presence TikTok Presence YouTube Presence Platforms & Technology Artificial Intelligence Extended Reality Immersive Instagram Interactive Content Other Platform TikTok YouTube Podcast Art & Culture Podcast Branded Podcast Business Podcast Health & Wellness Podcast Lifestyle & Entertainment Podcast News & Politics Podcast Other Podcast Genres Podcast Mini Series Sports Podcast Technology and Education Podcast True Crime & Documentary Podcast Strategy & Engagement Brand Partnership Call to Action Community Engagement Creative Use of Technology CTV/OTT Data & Insights Earned Media Event & Experiential Gamification GEO (Generative Engine Optimization) Humor Innovative Media Buying Strategy Integration with Traditional Media Internal Communications Micro-Influencer Strategy Music & Dance On a Shoestring Organic Promotion Paid & Amplification Physical and Digital Convergence Public Service Announcement Real Time Response SEO & SEM Social Commerce Storytelling Video Comedy Video Documentary Featurette or Behind The Scenes Video Instructional Video Live Video Long Form Video Medium-Length Video Music Video Product Feature Video Short Form Video Vertical Video Video Ad Video Series Menu Register Login From the 16th Annual Shorty Awards eBay – The Footprint Finalist in Multicultural Community Engagement Objectives The sneakers industry earns more than 70 billion dollars of revenue each year. Yet, the originators of sneaker culture see less than 5% of that revenue. So for Black History Month, eBay, the OG sneaker marketplace, retraced the steps of Black sneaker history and launched, “The Footprint” to give credit where it was long overdue. Strategy and Execution The Footprint is a social-native docu series weaving through four eras of Black influence that gave the sneaker game its footing and featured iconic pioneers of Black influence on the sneaker game. The first installment of The Footprint, Chapter 1: Building Blocks, featured fashion royalty and streetwear legend, Dapper Dan, known for his provocative New York-inspired designs. Dapper Dan brought us back to the early 70s when sneaker culture's foundation was built on the streets of Black neighborhoods in New York as part of the emerging aesthetic of hip-hop. In Chapter 2: The Breakthrough, footwear design pioneer Dwayne Edwards retraced how sneakers first gained mainstream appeal as a staple of 80s and 90s hip-hop fashion with the rise of professional basketball as a national pastime. The game got taken to the next level in Chapter 3: The Takeover, when tastemaker and sneaker maven Aleali May shared how social media gave the culture new life with collabs, colorways, and a global community. In our finale, Chapter 4: Tomorrow, sneaker designer Frank Cooke sees sneakers’ future being designed today with Black innovators leading the charge. The introduction of new techniques, materials, and designs are all reshaping the possibilities of what a sneaker can be. To expand the narrative beyond the docu-series, we created an array of social carousels that highlighted the most famous sneakers from each era that shaped the culture as we know it today. This included kicks like Puma Clyde’s, New Balance 740 Worthy, Air Jordan 1 ‘Satin Shadow’ and many more. These in-feed exhibits connected the stories from the icons to artifacts on sale on eBay. Our social series drove to a sneaker auction that raised $30,000 for Pensole Lewis College of Business and Design seeding the next generation of Black sneaker trendsetters. Results The docu series caught fire.  A content strategy of 100 unique assets across Instagram, Tiktok, and Twitter generated 13.3MM+ Video Views and 9MM+ Reach. The series caught the eye of dozens of Streetwear and fashion legends like June Ambrose and Va$htie, who’s shares and mentions contributed to 5.6M earned views, 49% share of voice and 99% positive sentiment. But most importantly, our entire community came together to give credit where it was long overdue by honoring the sole of Black Sneaker History.   Media Share this entry Entrant Company / Organization Name The Many, eBay Link http://thefootprint.caseforawards.com Entry Credits Blake Marquis Chief Creative Officer at The Many AJ Rivvers Group Creative Director at The Many Nina Austin Associate Creative Director at The Many Azwani Monroe Art Director at The Many Chip Carey Senior Motion Designer at The Many John Duch Graphic Designer at The Many Katie Braverman Designer at The Many Rediate Tekeste Group Brand Director at The Many Thaxton Scott Associate Brand Director at The Many Madeline Gali Senior Project Manager at The Many Andy Craig Group Strategy Director at The Many Jessica Bedussi Sr. Social Strategy Director at The Many Johnnie Lovett Social Strategy Director at The Many Destiny Modeste Social Strategist at The Many Katherine Fraser Producer at The Many Lucy Campos Group Director, Legal & Business Affairs at The Many Kisha Madrid Talent Manager at The Many Tyree Boyd-Pates Curator at The Many Crystal Chou Group Media Director at The Many John La Senior Media Director at The Many Brittany Goode Associate Media Director at The Many Mahaneela Director at The Many Studios Keiron Berndt Photographer at The Many Studios Trevor Paperny Executive Producer at The Many Studios Kaila Mulcahy Producer at The Many Studios Carlye Burke Line Producer at The Many Studios Callie Cleaves Production Manager at The Many Studios Sade Ndya DP at The Many Studios Keitu Mokhonwana 1st AC at The Many Studios Kalea Calloway 2nd AC at The Many Studios Dae Hun Kim Steadicam at The Many Studios Angel Castro 1st Still Assist at The Many Studios Alex J Woods Digi Tech at The Many Studios Brandon Hoeg Video at The Many Studios Gene Balitski VTR at The Many Studios Miliken Gardner Sound at The Many Studios TJ Reick Key Grip at The Many Studios Kay Zhou Gaffer at The Many Studios Kelly Infield Production Designer at The Many Studios Brendan Lynch Covid Testing at The Many Studios James Moho Driver at The Many Studios Keegan Kilbride Office PA at The Many Studios Francisco Barrios Truck PA at The Many Studios Max Granick Pass Van/Set PA at The Many Studios Juan Bbarrio Pass Van/Set PA at The Many Studios Mike Bertin Editor at The Many Studios Christian May Editor at The Many Studios Loren White Colorist at Lockwell Color & Finishing Mike Regan Sound Mix at Mike Regan Noise Chip Carey Motion Graphics at The Many Studios Jen Haley Head of Social Media Marketing, North America at eBay Ryan Corpuz Sneakers Social Lead at eBay Maryann Bell Head of Creative, North America at eBay Nina Louie Head of Creative, Fashion & Luxury at eBay Daryl Domingo Creative Lead - Art Director at eBay Briin Bernstein Creative Lead - Copy at eBay Kira Moller Director, Marketing and Creative Operations at eBay Pari Boorer Sr. Manager Marketing Operations at eBay Tracey Freeden Sr. Program Manager at eBay Ryan Schuster Head of Media Strategy at eBay Briana Gardner Manager, NA Consumer Communications at eBay J.R. Wideman Community Manager at eBay Rachael Quarcoo Community Manager at eBay Agency at The Many Client at eBay Production Company at The Many Studios Share this entry Share this Shorty Awards page  Tweet  Share  Email Share link