Asian Footwears has launched a two-part interactive campaign around Mojo Clay, its first-ever limited-edition sneaker drop, restricted to just 1,500 pairs. Rather than leaning solely on scarcity to drive desire, the brand is betting on creativity, collectibles and community to turn a product launch into an ongoing consumer experience.
At the heart of the campaign is Create Your Own Mojo, an initiative that invites buyers to get hands-on – literally. Each Mojo Clay box includes a piece of clay and stencils, encouraging purchasers to craft their own designs and share them via Instagram posts, reels or stories by tagging @asianfootwears. The three most creative entries will win a miniature bat signed by MS Dhoni, with winners announced in mid-June 2026.
The second leg, Collect & Unlock, introduces a loyalty mechanic built around collectible cards included in every limited-edition box. Consumers who collect all three cards and showcase them on Instagram qualify for a lucky draw – with the grand prize being exclusive access to an event featuring MS Dhoni as chief guest.
Together, the two mechanics position each sneaker release as part of a broader episodic campaign designed to sustain anticipation and drive repeat participation well beyond the initial drop.
CEO Aayush Jindal summed up the intent: “We wanted Mojo Clay to go beyond a product drop. By building creativity and collectability into the experience, we’re giving consumers a reason to engage, participate and come back for more.”
Inspired by clay’s raw, transformable nature, Mojo Clay is designed as a symbol of individuality – and the campaign delivers on that promise.
