Challenge: Teens don’t care about tread depth or traction when it comes to staying safe on the roads.
Insight: In actuality, teens are acutely aware of the importance of tread and that when they lose traction it's only a matter of time before they slip and crash into something.
Unfortunately, it has zero to do with tires. Ask any teen with a worn-out pair of sneakers whether tread matters and you’ll get a resounding yes.
Solution: Bridge the knowledge gap between the sidewalk and the streets through the creation of a hyper limited edition sneaker that can only be attained by teens showing that they've checked their tires.