7th and Sunset leadership negotiated and executed the partnership between Gucci and The Shoe Surgeon, merging luxury fashion with custom sneaker artistry in a standout cultural collaboration.

We designed the full activation strategy and deal points — including content development, in-store experiences, limited-edition product production, PR support, and a live appearance by The Surgeon (Dominic Ciambrone) at Gucci’s Beverly Hills flagship. The partnership featured three bespoke Gucci Basket sneakers crafted from upcycled archival materials, with a conceptual film starring Lakers forward Kyle Kuzma that brought the story to life.

Proceeds supported Gucci’s community impact initiative, helping fund the Step It Up program at Oakland School for the Arts — reinforcing the partnership’s purpose-driven mission.

Luxury heritage. Cultural relevance. Purposeful impact — brought to life through bold creative execution.