Designed and produced by Tsunami, the launch of Lidl's Sneakers had the whole Finland going crazy. 15,000 pairs were sold out in half an hour in Lidl’s stores. The 15 euro shoes equipped with Lidl's colors and logo were seen on the feet of numerous music and fashion influencers and were eventually sold for hundreds of euros in the aftermarket.

The product was sold out in all stores in Finland by 7:30 a.m., only half an hour after the stores opened. A large number of customers were left without shoes.

The massive popularity of the shoes was unprecedented. Lidl's online store started selling shoes at midnight. The products were sold out by 8 am. The total sales of Lidl's online store went up by 600% on the day of the launch.

The media covered the phenomenon extensively

The media followed the launch with interest. The news threshold was exceeded in 45 publications (value €530,080). Interest was also widespread on social media. Almost 70 leading music and fashion influencers presented the shoes to their followers in their social media posts including  Elastinen, Arman Alizad, Anna Abreu, Kiira Korpi, Mikko Leppilampi, Kira Kosonen, Hermanni, Shirly Karvinen, Brädi, Jussi Ridanpää, Blokess, Ellen Jokikunnas and Jekku Berglund.

Almost 1.8 million hits were accumulated in social media.

Designed and produced by Tsunami, the launch of Lidl's Sneakers had the whole Finland going crazy. 