Event Marketer

Reebok in November launched Reebok Flash the British sportswear company’s first pop-up store. The 3 000-square-foot space located in an art gallery on the Bowery on New York City’s Lower East Side is inspired by the pop spirit of the ‘80s recalling the decade when the brand rose to prominence with iconic sneaker styles such as the Pump and the Freestyle. The store will be open daily through Dec. 15.

Dos Equis hit the road this fall with The Most Interesting Show in the World a 14-city U.S. tour featuring contortionists aerial performers sword swallowers Japanese robotic dancers fire jugglers drag queens and French burlesque singers. The tour is hosted by Jim Rose emcee of well-known Jim Rose Circus and a performer known for juggling chainsaws eating razor blades and bringing other cringe-inducing acts to the stage. The night of unorthodox performances is followed by an after-party.

Timberland last month launched a four-city tour tying in its eco-friendly product line with an effort to bring together musicians and activists to support the environment through volunteerism and music. The program Dig It is an extension of the outdoor apparel brand’s Earthkeeper product line and is part of the company’s commitment to urban greening and community building.

To drive consumers to its two pop-up shops in New York City this holiday season LittleMissMatched the lifestyle brand that started out with its signature miss-matched three-pack of socks hit the pavement with branded ice cream carts to get the word out. The pink-and-orange branded carts with umbrellas made up of hanging socks and flip-flops pay homage to the city’s smorgasbord of street food vendors that push carts with everything from hot dogs to tamales daily.

For four days in December New Yorkers were invited to pair up and grab a smooch for the cameras under a mistletoe sculpture in Madison Square Park. The Unbreakable Kiss Mistletoe Installation sponsored by A Diamond Is Forever was open from Dec. 1 through Dec. 4. Couples who kissed had their amorous moment recorded by 60 still cameras that created a video image. Couples could retrieve their video and send it to friends and family at adiamondisforever.com and also enter to win a diamond sweepstakes.