The Challenge
Before ZOS, Gnarcotic had no consistent system for scaling. Previous agencies followed direction from the internal product team without applying strategic product selection or demand-driven testing. This led to stagnation in performance, despite the brand’s cult following and strong creative DNA.
The ZOS Diagnosis
We identified Skelly Runners as the breakout product — not just for their unique visual identity, but for their innate virality and utility. This was a product that sold itself, and our job wasn’t to overcomplicate that. It was to build a system around it.
The Direction We Took
- Hero Product Focus: Rather than diluting ad spend across a catalog, we centralized all firepower on Skelly Runners.
- Durability-First Content: We had Gnar drive over pairs in a Lamborghini Urus and skate in them with minimal wear. These visual proof-points instantly separated Skelly Runners from any other foam clog on the market.
- Layered Launch Model: We built out a lean, high-velocity drop strategy supported by modular content that resonated with Gnarcotic’s existing streetwear audience.
The Outcome
- Sold out multiple times in Q4
- Achieved a consistent 5x+ return on ad spend
- Created a repeatable, proven product model that can be reintroduced anytime
- Hit all-time high revenue numbers for the brand
Why It Worked
ZOS didn’t just run ads — we selected the right product, dictated the right focus, and built around natural demand. By stepping in with strategy, not just execution, we helped reposition Gnarcotic from an under-leveraged cult brand to a scalable streetwear business.
Note:
All systems and frameworks used in this project are now part of the ZOS Agency proprietary brand scaling model.