MODCo developed a series of traditional and non-traditional marketing initiatives to introduce a renowned Brazilian shoe brand, SCHUTZ, to an over-saturated American marketplace and unveil their first Madison Avenue flagship boutique during New York Fashion Week. To reach new consumers in an organic way, MODCo ran social media activations leading up to a big in store event with custom street teams, street stencils driving shoppers from competitive stores on Madison, and utilized blogger partnerships.