NOCTA HOT STEP II LAUNCH

To celebrate the launch the limited-edition NOCTA Hot Step II in Opti Yellow, the sneaker’s banana-like appearance was leveraged in a guerilla-style activation that blended streetwear culture with local retail.

A cryptic location reveal on NOCTA’s Instagram led fans to a Miami fruit market, where they could purchase NOCTA-branded bananas—each featuring a scannable QR code that directed users to a custom microsite, offering the chance to secure the shoes ahead of release.

The activation transformed an everyday market visit into a viral sneaker drop, combining physical discovery with digital access, reinforcing NOCTA’s reputation for unconventional, culturally aware brand moments.

Agency Partners: OTM, The Bait Shoppe