Steve Madden

To launch their Autumn/Winter ’24 collection, Steve Madden hosted Sole Survivor, a two-day immersive fashion experience blending storytelling, theatre, and high-stakes competition. Designed for influencers, bloggers, and retailers, the event transformed central London into a stylish, gamified adventure.

Inspired by Squid Game and The Crystal Maze, the experience wove Steve Madden’s story through interactive game levels, combining digital elements with bold set designs. Guests followed his journey from selling shoes out of a car to Wall Street success and a glittering Dynasty-themed finale, all tied to key A/W ’24 looks.

Attendees earned “Steve Bucks” by participating in games, attending events, and sharing content on social media. The grand finale, the Dynasty Party, saw guests take risks at a casino-inspired celebration to climb the leader board and become the ultimate Sole Survivor.

The event reached over 64 million people, generating £3.17m in media coverage, showcasing the A/W ’24 collection with a theatrical twist that captured imaginations and headlines.