ASOS Locks Up Pink 9060s For Crack the Code Interactive Giveaway

ASOS ran a gamified marketing activation using combination locked lockers to give away 30 pairs of the retailer’s exclusive triple pink New Balance 9060 sneakers. The ‘Crack the Code’ campaign turned a product restock announcement into a street level event, asking crowds to guess locker codes for a chance to win the sold out shoes that had been reselling at premium prices since their initial drop.

Restock as Experiential Event

ASOS positioned the activation around the return of its ASOS exclusive overdyed New Balance 9060s in pink, a colorway that sold out quickly after its 2024 launch and had been driving demand on resale platforms. Instead of a standard online product drop, the brand installed physical lockers in high-traffic areas and invited passersby to attempt to unlock them.

Participants who cracked the codes won free pairs on the spot. Those who didn’t were still engaged with the brand and learned about the restock, creating buzz around a product that ASOS can only sell through its own platform.

Gamification Drives Participation

The campaign used gamification, turning shopping into a challenge, to increase engagement beyond typical social media or email marketing. ASOS framed the shoes as ‘limited edition’ and ‘viral,’ language that plays into scarcity driven demand common in sneaker and streetwear retail.

By making the restock newsworthy through the activation rather than just listing inventory online, ASOS extended the reach of the launch and positioned the 9060s as culturally relevant rather than simply available.

Targeting Gen Z with Play

The activation aligns with broader shifts in retail toward experiential, participation-driven marketing aimed at younger consumers who expect brands to entertain as well as sell. ASOS has used pop up activations before, including arcade style games and giveaways during peak shopping periods in cities like Liverpool, London, and Manchester.

The New Balance 9060, a chunky running silhouette with heritage appeal and modern colorways, has become a key style in the lifestyle sneaker category. ASOS’s pink overdye version is exclusive to the retailer, giving the brand a differentiated product in a competitive market.

For ASOS, the campaign serves as a case study in how online first retailers can drive physical engagement and social sharing around product drops, using limited quantities and public participation to amplify demand signals.