Watch the Super Bowl debut of Leon Sandcastle. 

During the rookie combine we released a video of Leon running the 40-Yard Dash. Spoiler Alert: He's fast.

Yeezys sell out nearly instantly due to backdoor-ing, bots and resellers. Sneaker resellers are somewhat of a pariah of the culture; their occupation is taboo and they largely fly under the radar. Yuanrun Zheng, better known in his circles as “23Penny” or “Z,” is the Sneaker Broker. He has a personal sneaker collection of over 500 pairs, but, for him, sneakers are just business. Z takes us on an unprecedented look into the world of resellers. (shot in part on Kodak 16mm film**) Director- Benjamin Skipworth Cinematographer: Hayden Mason Editor: Owen Jackson 1st AC: Sam Siske Original Music By: Ford Heacock Additional tracks provided by: Miyagi Sound Designer and Location Sound: Jeremiah Nave Colorist: Jimmy Cardenas Transcriptions: Sarah Hood CAST Z- Yuanrun Zheng- 23Penny.com Car Wash- Chase Tucker Girl On A Ledge- Mandy Renfroe Unbox Me- Shayla Humphreys The Ye Projector- Ethan K. Summers Sneaker Spinner- Stephanie Nicole Longo ATL Wall Tagger- Ephraim Johnson Lifestyle footage shot on Kodak 16mm film stock. Remaining footage shot on an Arri Alexa Mini. Shot on location in Atlanta, GA and Nashville, TN. What drove us to tell this story? Personifying a “villainous” reseller through Yeezy hype.

Here's a lovely campaign recap.

We created a Leon Sandcastle fan page on NFL.com

 
 

Sold Leon Sandcastle merchandise on NFLShop.com   

 
 

Partnered with EA Sports, so players could draft Leon on their Madden teams.

 

Leon was active on Social Media.

 
 
 

The campaign got lots of press. (click image to read)

 
 

And here’s Deion accepting the Emmy for Outstanding Sports Promotion. We are now one quarter of the way to becoming an EGOT. And with “Zack & Rich, The Musical” in previews, we feel pretty good about our Tony chances.