Ugly Dukling Live Event Social Media Case Study

UGLY DUKLING X WAY OF WADE: Exclusive Canadian Launch of the of the ALL-STAR SHOE

Event Social Media 

February 1st-12th, 2016

On February 12th, 2016, NBA All Star and Miami Heat shooting guard Dwyane Wade introduced his Way of Wade WOW4 line, and the limited edition “All Star shoe” exclusively to Ugly Dukling.

We were hired by Ugly Dukling to promote the event on social media for 2 weeks leading up to it, and then live post event coverage during the Way of Wade WOW4 launch.

During the 2 weeks that we managed their Facebook, Twitter and Instagram accounts, we curated, created, and posted tailored content that received tons of engagement and even recognition from some big names!

@dwyanewade and little DW signing @wayofwade shoes ✒ #WayOfWade #nba2k16 #NBAAllStarTO #Toronto #kicks

A post shared by Ugly Dukling at TOPMAN (@uglyduklingcanada) on



Leading up to the event, we sparked buzz and then curated the media coverage from some of the biggest media outlets! 📣 

Toronto Life lists us as one of THE places for celeb spotting during #NBAAllStarTO:

Posted by Ugly Dukling on Thursday, February 11, 2016

From celebrity junkies⭐ and sports fanatics🏀, to fashionistas 💁 and the media 📰, we captured the attention of #The6ix for this huge, exclusive launch. 

Big things coming: Ugly Dukling x #WayofWade during the NBA All Star Game weekend. Stay tuned for more info and on how you can attend...

Posted by Ugly Dukling on Thursday, February 4, 2016

We also made sure to tell Toronto how they could follow along if they weren’t able to attend the UGLY DUKLING X WAY OF WADE All Star Shoe launch.

TODAY! Dwyane Wade hangs at our 4 Edward St. store to introduce his Way of Wade Shoes to Canada. If you can't be there,...

Posted by Ugly Dukling on Friday, February 12, 2016


During the star studded event event, we took to Twitter to live-tweet everything that was happening inside for those waiting in line outside! 

Throughout the event, we tweeted photos and videos, while responding to fans who couldn’t make it and handling the crowd who was getting rowdy outside! 🙌

…Big crowds!



The 2 weeks prior, we designed and posted custom graphics promoting the event. During the event, we live-Instagramed photos and videos of what was happening inside!

What did we tell you? It was packed full of sneakerheads!👟

Dopppppee #WayOfWade @dwyanewade @wayofwade

A post shared by Ugly Dukling at TOPMAN (@uglyduklingcanada) on

Since 2015, we have been working hard to produce measurable digital results for our clients. 

In addition to running the social media for a live event, we can manage your entire social media presence, build you a custom website, run Google and social media ads, create and distribute email newsletters, and more.

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