Neely Air Campaign Nominated for Gouden Kabouter Award!

Neely & Daughters and partners Hijacked AM get Gouden Kabouter 2018 nod for “Most Innovative Creative Campaign” for the mega-viral Neely Air mi adidas TR-808 custom concept

Thanks to our partners Hijacked AM, the visionary Amsterdam-based agency known for its stable of legendary international talent — responsible for independently discovering our creative innovation and holding it aloft for the world to see, the Neely Air TR-808 custom concept and it’s subsequent worldwide viral trail have been nominated for the prestigious Gouden Kabouter Award in the category of “Most Innovative Creative Campaign.” We are honored to be nominated in this category alongside creative standouts, powerful anti-racism campaigns, and juggernauts like the global #metoo movement.

Reaching a global online readership of 6.4 billion people and over 10.9 million coverage views and climbing, The Neely Air Mi Adidas TR-808 custom concept* has the entire world stepping to the beat. Created by Margo Neely, Chief Creative Officer of Neely & Daughters, Hijacked Artist Management independently discovered the work (originally published in 2012) online, broke the story, and lit the match that sparked a worldwide fire in both mainstream and social media. The still-growing viral phenomenon has garnered full-page stories, video tributes, and fandom in nearly 350 major print and digital publications on every continent across the globe. (Check out a small sample of press, organized by region, after the jump.) The innovative beat making shoes captured the imagination of the press and fans alike, disturbing the peace with an additional estimated engagement of 54 million across all social media channels.

Margo Neely, creator of the Neely Air Mi Adidas TR-808 sneaker and Chief Creative Officer at Neely & Daughters, sought to pay homage to the legendary Roland TR-808 drum machine and the pioneers of Hip Hop with a 21st century twist. An influencer and innovator pioneering the crossover and amalgamation of creative and branding in the fashion, music, tech, and lifestyle spaces, Neely’s drum machine concept shoes represent the future of both wearables and effective marketing.

About the Gouden Kabouter Awards:

The Gouden Kabouter Awards (or GKA for short) has been the number one award show for the Dutch Nightlife for more than 22 years. The self-proclaimed ‘Unofficial Oscars of Nightlife’ has attracted a rabid group of fans and honored an impressive group of international luminaries for years: DJs, producers, musicians, and creatives who take the winning of a “golden man” much more seriously than the organization had ever initially dared to dream.

The Gouden Kabouter Awards | GKA50: Back to the Future will take place at Paradiso on March 26, 2018 in Amsterdam, Netherlands. Online voting is open to the public. Tickets to the event are available here.

global audience metrics

Online Readership
Coverage Views
Est. Social Media

north america

latin america


united kingdom • australia • africa

middle east and asia

* The Neely Air mi adidas | Roland TR-808 custom concept was not solicited by and is not endorsed by Roland Corporation or adidas. It is purely an artistic concept.


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