A Sneaker Store Is Lacing Homeless People With Fresh Sneakers

SO DOPE.

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Complex Original

Image via Complex Original

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It doesn't get much more "feel good" than this story of Romania's Ollie Gang Shop and its efforts to raise awareness and support for the homeless community.

As part of the country's The Street Store charity pop-up shop for the homeless, Ollie Gang Shop launched a creative initiative that's designed to catch viewers off-guard and make them consider pitching in to the efforts.

Its team hit the streets of Romania with photographer Andrei Nemirschi in tow and the mission of snapping homeless people in fresh new footwear while leaving them clad in their tattered and worn clothing. From there, it pushed the photos on social media as if they were part of a marketing campaign to sell its latest product.

In reality, the only campaign at play here was one with the purpose of raising the ire of viewers and igniting debates about the store's seemingly unethical advertising tactics. The mounting buzz then led to a reveal of the project's true intentions: raising awareness for the homeless population and encouraging others to make donations to The Street Store.

Seriously, how dope is this? The entire team at Ollie Gang Shop deserves an applause for this one. Check out the teaser photos below and then scroll down to find out how they revealed the connection to The Street Store.