Red Bull Profiles Sneaker Customizer El Cappy

November 29, 2012 BY

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“I’m Eric ‘El Cappy’ Lowry and I’m an artist . . . sneakers [are] my canvas.”

Red Bull is a master of marketing innovation, and following up on Felix Bumgardner’s ridiculous space jump, they turn to the sneakerhead scene for one of those win-win situations that’s raising all ships. The energy drink brand profiled Detroit-bred sneaker customizer El Cappy, whose standout designs have risen along with the street-level buzz surrounding custom kicks. Lowry credits Burn Rubber as an early inspiration, and the video switches from his monologue on one of their benches to a fast-forward look at a bold leopard pring Air Force 1 (of 1). Let us know who’s your favorite custom creator at the moment after you’ve seen the video in full below, and check back with Sneaker News for the best designs both official and otherwise.

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Filed under: Collaboration Customs Promo

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