YouTube FanFest and weAre Partner to Create Exclusive Line of Shoes

The fourth annual YouTube FanFest (#YTFF) took place over the weekend at Tokyo Big Sight, unveiling weAre and YouTube’s creative collaboration on an exclusive line of shoes, gifted to 220 lucky attendees. YouTube FanFest is part of Google’s global campaign to promote the streaming platform, featuring some of the best YouTubers from Japan. The 2016 event hosted 5,000 participants, and over 150,000 ticket applicants. Some of the attendees from this year’s event included Japan’s #1 YouTuber Hajime, HIKAKIN, Tomoika High School Dance Club, pop star Kyary pamyu pamyu, TOKAI ONAIR, Fischer’s and others.

The collaborative partnership between weAre and YouTube FanFest resulted in the creation of the NICO shoe — a unique flyknit, hi-top shoe that is both stylish and functional for everyday activities. The strobel lasted shoe features a vulcanised rubber outsole specifically cut to maintain traction in wet conditions. YouTube x weAre logos can be seen on the heel and tongue of shoe.


The event is geared towards fans of popular YouTubers, allowing audiences the chance to watch these online personalities perform and talk, in real life. The idea to have top YouTubers perform in real life at a globally recognized event, originated in 2014, and Singapore was the first city to host. Over the course of that year, the event arrived in Tokyo and traveled to other cities like Toronto, Bangkok, Sydney, and more. The Tokyo event marked the final event of 2017, but keep an eye on the YouTube FanFest Facebook, Twitter, and website to stay up to date with future events happening in cities near you.

We’re thrilled to see that some of the attendees, like Sekine Risa and Koji Seto, have already begun wearing their shoes and sharing on their social media channels! We look forward to seeing others wear and share their new shoes online.

Make sure to check out our shop to get yourself a cute new pair of shoes!

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