Storeage and Japanese sports lifestyle brand Onitsuka Tiger created ‘66 Ways to Catch a Tiger,’ an Amsterdam-wide brand activation campaign and piñata hunt designed to celebrate the launch of new styles of the iconic Mexico 66 sneaker.

In the early hours of Friday, May 17th, 2013, a stealth team from Storeage hung 33 pairs of number 66 piñatas in key spots around Amsterdam’s city center, just out of reach, with a simple message to take a swing for the chance to win a pair of Mexico 66s.

Prizes were collected at Onitsuka Tiger’s store at Leidsestraat 27, where the campaign continued with in-store graphics, a teaser map of all the piñata locations around town and more piñata swinging. The results were a twofold increase in store traffic over a normal holiday weekend as well as tremendous online traffic between the various Onitsuka Tiger social media platforms.