---
title: "16th Shorty Awards: Born a Sneakerhead Gold"
url: https://stacklist.com/card/e99d15d8-0cdd-422a-8608-819e953339c9
source_url: "https://shortyawards.com/16th/born-a-sneakerhead"
stack: https://stacklist.com/c/business/stack/fa6d8bca-357c-476c-9ff5-cf91f01ffc2e
summary: "eBay's Born a Sneakerhead Gold campaign won a 16th Annual Shorty Award by targeting Gen Z sneaker enthusiasts through personalized shopping experiences based on birth years and zodiac signs. The strategy leveraged custom year filters and bespoke illustrations to establish cultural relevance and position eBay as the premier marketplace for coveted sneaker grails."
tags: "sneaker-marketing, gen-z, personalization, e-commerce, social-media, brand-awareness, graphic-art"
key_entities: "eBay (organization), Shorty Awards (organization), Gen Z (concept), sneakerhead (concept), personalization (concept), 16th Annual Shorty Awards (event)"
classification: "reference"
content_hash: "sha256:a0cc53f1c41fd45035d6652bea1283bf16550bc334d09548f09f3b0dada51334"
acp_version: "0.2"
token_counts_approximate: 2032
visibility: public
agent_accessible: true
status: "final"
---

# 16th Shorty Awards: Born a Sneakerhead Gold

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 – Born A Sneakerhead Gold Honor in Graphic Art Silver Honor in Retail & E-Commerce Objectives The average age of an eBay sneakerhead is 39, so we set our sights on the generation driving influence, the one that is lacing up to be the key players in America's economic game: Gen Z. Our goal was to establish cultural relevance and cultivate trust with Gen Z, while positioning eBay as the go-to marketplace for their coveted sneaker grails. We met our goal by understanding that what really drives Gen Z shopping behavior is personalization. Looking to leverage this generation’s love for all things zodiac and birth years, we customized their shopping experience with eye-catching artwork so that they could find themselves within the inventory.        Strategy and Execution Seeing Gen Z’s obsession with personalization we allowed this new generation of sneakerheads to find their new sneakers with a pre-existing feature on eBay’s website. Year filters. Allowing Gen-Z to explore the vast inventory based on their own birth years. We gave this filter the glow up it deserved by curating a custom in-site shopping experience where users could browse the most iconics sneaker silhouettes from 1995-2005. Partnering with three different illustrators, we developed a bespoke visual identity for each year, making each one feel special and unique. Recognizing TikTok as the heart of Gen Z's online presence, we then enlisted influential Gen Z sneakerhead creators to develop a content series in which they spotlit the best kicks released from their individual birth years. Browsing through the different collections and prompting their audience to find their own birth year sneakers.   Results The campaign achieved a staggering 72M views, 352K engagements, and 22K new followers. The resonance with the Gen Z audience translated into increased awareness and brand lift with Gen Z, garnering a newly-engaged audience and a surge in social followers. By authentically celebrating Gen Z and their birth-year grails, eBay successfully solidified its position as more than just a marketplace but a cultural touchpoint, fostering a genuine connection with the next generation of sneaker enthusiasts. Media Share this entry Entrant Company / Organization Name The Many, eBay Links http://bornasneakerhead.caseforawards.com/ https://www.tiktok.com/@ebay/video/7252781536079220014?q=%23bornasneakerhead&t=1705525399883 https://www.tiktok.com/@ebay/video/7257159671277145390?q=%23bornasneakerhead&t=1705525399883 https://www.tiktok.com/@ebay/video/7254330019143617838?q=%23bornasneakerhead&t=1705525399883 https://www.tiktok.com/@ebay/video/7260281945819516203?q=%23bornasneakerhead&t=1705525399883 https://www.tiktok.com/@ebay/video/7255358639924350250?q=%23bornasneakerhead&t=1705525399883 https://www.tiktok.com/@kickswithfrank/video/7259851480818126123?q=%23bornasneakerhead&t=1705525399883 https://www.tiktok.com/@bevinsalt/video/7259889390573391147?q=%23bornasneakerhead&t=1705525399883 https://www.tiktok.com/@nazjaa/video/7260647523553905962?q=%23bornasneakerhead&t=1705525399883 https://www.tiktok.com/@trashxly/video/7259888818231282986?q=%23bornasneakerhead&t=1705525399883 https://www.instagram.com/p/CuXhehhpc-g/ https://www.instagram.com/p/Cuh6uRkpNn3/ https://www.instagram.com/p/Cum0VcCpTw8/ https://www.instagram.com/p/Cu2SHVyp3Gb/ https://www.instagram.com/p/Cu7Yp3Ftnqb/ https://www.instagram.com/p/CupUsHrJiCM/?img_index=1 https://www.instagram.com/p/Cur3Z9JA97a/?img_index=1 Entry Credits Josh Paialii Head of Creative at The Many AJ Rivvers Group Creative Director at The Many Aimee Brodbeck Creative Director at The Many Nate Totten Creative Director at The Many Katie Braverman Art Director at The Many Juan Delgado Copywriter at The Many Megan Smith Designer at The Many Jay Hurst Designer at The Many Rediate Tekeste Group Brand Director at The Many Thaxton Scott Brand Director at The Many Madeline Gali Senior Project Manager at The Many Andy Craig Group Strategy Director at The Many Ashley Carr Director of Social Strategy at The Many Allise Witt Sr. Social Strategist at The Many Crystal Chou Group Media Director at The Many Alex Huang Media Director at The Many Ailyn Ventura Media Analyst at The Many Trevor Paperny Executive Producer at The Many Kaila Mulcahy Producer 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 Rae Salas Talent Manager at The Many 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 Alejandro Parrilla Illustrator Leandro Assis Illustrator Lindsey Made This Illustrator Agency at The Many Client at eBay Share this entry Share this Shorty Awards page  Tweet  Share  Email Share link