The ask: Drive foot traffic to the Steve Madden NYC SoHo store and bring a “New York Minute” to life during Fashion Week.

Steve Madden partnered with iconic NY names, Mister Softee and Katz’s Delicatessen during NYFW. At the back of the store, there was a pop-up Katz’s table, slicing up free pastrami sandwiches for hungry shoppers. To boost awareness and generate foot-traffic, they had a wrapped ice-cream truck and Brand Ambassadors in front of the store for several hours. The ice-cream truck dished out over 1,000 free cones.