How do you celebrate the best brand ambassador a brand and agency could ask for? With a pair of life-size gummi shoes that clock in at 12 pounds. Of course.

When James Harden won the NBA MVP award, we teamed up with Adidas to create three pairs of “the MVC – Most Valuable Candy,” an ode to the illustrious occasion. The MVC’s were an edible edition modeled after the Adidas Harden Vol. 2s MVP edition sneakers colorway.

We then created an Amazon Storefront to sell these [and all other Trolli candies] 100% edible shoes for $2,677 per pair – a reference to the number of points Harden racked up that season, with all of the proceeds go to the Beard’s charity, 3 The Harden Way. And guess what? They sold out.

Along the way we garnered national attention, elevated online sales and presence on Amazon, and even gained new Trolli fans in the process. Oh, and it added to the culmination of the most successful candy launch for Trolli, and 7-Eleven, to date – in Trolli Sour Brite Sneaks.

The end result raised awareness for Trolli online – assisting in a 190% jump in e-commerce shipments that year. Media outlets gladly helped spread the word. And, it seemed the sneaker & basketball community and candy fanatics had fun too, with unsolicited reviews that made our day.