100 lb Coupon

Extreme athletes live for challenge. And Second Skin, the newest maker of extreme athletic wear, needed to get their attention. So we went to the extreme and created “The 100LB Coupon.” Each one was a slab of steel worth $500 in Second Skin gear. Brand influencers used Instagram Stories to activate them at extreme athletic competitions across the country. Athletes raced to get these massive coupons. However, the hardest part wasn’t finding them. It was redeeming them. Because each athlete had to lug their 100LB Coupon back to a local Dick’s Sporting Goods to cash in.