Mike Drop: The Game Show

In late 2020, Mike’s Hard Lemonade came to VICE and asked us to help them market a new 2021 product. They wanted something fun and groundbreaking around treating this new product like a streetwear shoe drop. We came back with Mike Drop: The Game Show. It’s the ultimate meeting of the Mike’s, featuring influencer contestants named Mike, Michael, or Michaela, competing in a series of increasingly ridiculous challenges to create the ultimate streetwear fashion piece. Winners of the gameshow would be chosen through a social voting campaign and we’d actually create the winning collab piece and “drop” it by airdropping it from a paragliding lemonade stand. Check it out for yourself, it’s no lemon.