Echtheitsprüfung

With the launch of sneaker authentication, eBay entered sneaker culture with respect rather than advertising. The goal was not to explain a service, but to become part of a community that defines itself through knowledge, trust and authenticity. Instead of positioning from the outside, the campaign moved from within. By deeply understanding sneaker culture and its subcultural codes, the brand engaged the community on its own terms, without forcing messages or borrowing language. Content was built to feel native, not branded. Social platforms became spaces for exchange, credibility and shared values rather than promotion. The result was organic momentum that spread naturally across platforms. The campaign went viral because it understood the culture, not because it tried to sell to it. eBay was not seen as an outsider. It was accepted as part of the scene.