As part of a bold advertising stunt during Berlin’s July 7th through 9th Premium Fashion Week, German DIY brand Hornbach stuck a swimming pool in a giant pair of sneakers. Collaborating with German shoe store “43halb,” Hornbach’s “Sneaker Pool” was over eight feet tall, 16 feet wide, and weighed almost a ton. The massive kicks were modeled after the iconic Adidas ZX 10000s, with great attention given to replicating every detail. White carpeting mimicked the soft fabric of the shoe uppers, while wire mesh filled in for the sneakers’ webbed material. Stretches of blue tile made up the detailing at the back of the heel, and artificial grass rugs were laid under gray rubber sheets to complete the sides.

The project fit with the Home and Garden store’s mission to “encourage people to be as creative as possible, develop their own DIY projects, and set themselves no limits.” The project was especially impressive “because the shoe, including the pool, is made entirely of materials that are available from Hornbach,” the company explained in a press release.
“With the help of assembly instructions, anyone could build furniture at home,” it continued. “With the Sneaker Pool, Hornbach is taking a step into the sneaker scene.”
While that might seem like a strange direction for a hardware chain to take, off-the-wall advertising is the norm for Hornbach. “Sneakers and pool don’t g...