The UGG x HIDDEN.NY Classic Boot emerges as the centerpiece of a citywide scavenger hunt, turning footwear into a cultural event. Participants follow a trail of clues planted across urban landmarks, with each waypoint revealing part of the code needed to unlock access to one of the limited-edition boots.

The activation ranges across land, machinery, and passage themes, each designed to echo the collab’s aesthetic and evoke discovery. Collecting tokens from survey teams unlocks exclusive pairs detailed with co-branding and symbolic tools. In reframing a product drop as performance, UGG transforms acquisition into adventure. Scarcity meets engagement as the hunt activates both fans and street art sensibility. Ultimately, the campaign does more than release a boot — it turns the act of ownership into a shared narrative in urban space.

Image Credit: Hidden NY