H2O Sportswear was established in 1982, and is now sold all over Northern Europe. In the summer of 2015, The classic slippers were redesigned in gold, and the aim was therefore to increase awareness about this development in design, while simultaneously activating the H2O-brand on social media.
Through a teaser video, Knowtheirname introduced a treasure hunt for the golden slippers. 25 pairs of New Icon slippers were hidden at various locations in Aarhus, and the hiding places were disclosed with a digital treasure map. In addition, picture hints of the locations were revealed on Facebook and Instagram.