Superga will celebrate the global launch of Hailey Bieber as the face of the brand this year, with an activation in Sydney's Pitt St Mall.
The brand will build a 'shoe museum' of Superga styles at the entrance to Westfield Sydney on March 15.
The museum will be enhanced by LED screens playing the Bieber campaign video as well as Messina ice cream giveaways.
Shoppers will also be able to scan QR codes to win prizes including $250 gift vouchers and free pairs of Superga 2750s.
The activation will also be complemented by a local social campaign which will see Aussie influencers and creatives style the 2750 Superga shoe in their own way.
Australian artists will also put their signature mark on one of the hero Hailey Bieber x Superga campaign images, further enhancing the campaign.
Australian artists involved in the social campaign include Dina Broadhurst, Jacob Pedrana, Julia Dover and Paria Mahboobi.
Superga Australia group GM Helder Borges welcomed the launch of the Australian campaign.
"I am incredibly pleased the announcement of Hailey Bieber’s ambassadorship has shone a spotlight on Superga Australia and the campaigns we’re rolling out locally.
"Working with both emerging and established Australian creatives in a way that is authentic to the ethos of the Superga brand has been an integral piece of our local strategy for the last eight years and will continue perpetually.
"It is the peoples shoe," he said.