The first post-pandemic trip out into the world would be a huge step for people to take. They had been shut inside for months, doing nothing and wearing nothing but the same old, sad sweatpants. To help travelers get up off the couch and onto the Icelandic trails and city streets, we needed to make sure they would be properly outfitted.

So we created the world’s first sweatpant boots. Custom hiking boots created from travelers actual lockdown sweatpants. Suitable for scaling a volcano or frolicking through a fjord, the limited-edition, sweatpant boots would be available only to those adventurous enough to come to Iceland to collect them.

We invited the world to trade in their pandemic sweatpants for boots with a music video that drove to sweatpantboots.com. There, travelers could reserve a pair of their very own sweatpant boots or explore Iceland with a virtual sweatpant boots try-on. For one month only, travelers who had scored a reservation could come to the pop-up shop in Reykjavik to trade in their pants and receive their custom boots made by an Icelandic designer.

Awards:

The One Show, 2x Shortlist - Sweatpant Boots, Visit Iceland

Cannes Lion, 3x Shortlist - Sweatpant Boots, Visit Iceland

D&AD 2x Shortlist - Sweatpant Boots, Visit Iceland

Effies, 1x Gold / 1x Silver - Sweatpant Boots, Visit Iceland