App Name: RAD x Pay Him
R.A.D® (Rally Against Destruction) is a performance footwear and apparel company rooted in conscious design, athletic authenticity, and bold independence. With a strong cultural identity and a love for all things retro, R.A.D® aims to push the boundaries of how a brand can connect with its community.
We worked with the head of R.A.D® Live, the team behind the brand’s physical activations, to bring a unique idea to life: blending digital fun with product marketing.
Problem Identification & Inspiration
When R.A.D® prepared to launch a new shoe collaboration with elite athlete Josh Bridges, they didn’t want just another drop—they wanted a moment. Josh’s catchphrase, “Pay Him,” inspired the idea to gamify the campaign.
They envisioned an old-school, arcade-style computer game that would engage their audience and elevate the shoe’s launch. But there was a catch: the launch date was rapidly approaching, and the team had no in-house experience in game development.
That’s where we stepped in.
It all started with a TV show. After watching an episode of The Apprentice (UK), where contestants built digital apps under tight deadlines, R.A.D® realised what they needed: a nimble, creative partner who could move fast and deliver high-quality results.
Inspired by our previous app work, the team reached out. After just one call with our developers, they felt reassured. We were ready to build their dream game - on time, and on point.
Development Process
From concept to launch, the collaboration was seamless. Clear communication, a shared creative vision, and a “let’s try it” mindset made the project not only successful, but genuinely enjoyable for everyone involved.
“There was never a ‘we can’t.’ It was always ‘yes’ or ‘let’s try.’ That mindset made all the difference.” – R.A.D® Live
Tuning & Launch: Calibrated a “just one more try” difficulty curve and launched “Pay Him” on R.A.D®’s site on July 4th, 2025.
The game launched alongside the shoe release with a high-score competition and giveaway campaign built in. While the full impact is still being measured, early feedback from the community is enthusiastic, and the excitement online is palpable.
The campaign showcases how digital experiences can amplify product launches, especially when rooted in brand storytelling and audience fun.
Future Plans
For R.A.D®, this isn’t a one-off. The success of the game opens the door for future digital engagement campaigns, adding new layers to how they connect with their audience. Product launches, athlete collaborations, or brand events can now include an interactive, gamified element.
“Working with Innovate Design was seamless from start to finish. They understood our vision immediately and brought it to life with creativity, speed, and precision.” – R.A.D® Live
Testimonial
"Working with Innovate Design was seamless from start to finish. They understood our vision immediately and brought it to life with creativity, speed, and precision. What started as a simple idea turned into a dynamic, 3D game that perfectly captured the spirit of our brand and athlete. The team's can-do attitude and clear communication made the entire process not just easy—but genuinely exciting."
Do you have an idea that solves a problem?
Request a confidential idea review and one of our experts will give feedback on your idea and suggest what you can do next.