Screengrab from the viral video.
Credit: Instagram/ streetX
In a recent incident, on December 26, hundreds of teenagers rushed to a streetwear store in Australia’s Perth, resulting in a massive stampede after the owner announced it as a part of Boxing Day sales, people could ‘rob’ his store, The West Australian reported.
The store, as part of its marketing strategy, planned to give away hundreds of t-shirts.
The video of the chaos has been making several rounds of the internet, wherein people can be seen storming towards a 'StreetX' shop in Perth.
The store, as part of its marketing strategy, planned to give away hundreds of t-shirts.
The publication quoting the owner of the label Daniel Bradshaw said, “We wanted to give our customers something fun. We made the entire store free. There were 400 items to ‘steal’.”
“It was gone in 30 seconds. It was crazy. Just a stampede of people.” “The police came today, and they were fine with it. Touch wood, no one got injured," Bradshaw said.
Bradshaw added that the team took a more conscious approach this year after the experience from last year’s Boxing campaign.
He said, “We always do a Boxing Day sale. Last year, we did a give-away out the back of a truck. This year we wanted something that ideally wouldn’t get us in trouble.”
Talking about the safety measures, he added, “We made sure we picked a shop with lots of space. It was a secluded section of the CBD too.”
“We let kids and parents in first. Once they moved out, we let the young guys in,” he added.
The publication further stated that those who left empty handed, free shirts and store vouchers were given to them alongside sale items that could be bought.
Talking about the unique marketing campaign, Bradshaw said that his team had a “run and gun” approach and pulled the marketing concept together in a couple of weeks' time.
“I haven’t seen anything like that in Australia before,” he added.
However, the experience did not seem to be as pleasant as he claimed as one woman commented on the video shared by the store on Instagram saying, "My son was punched in the head and had his items stolen by a young adult thug. I get what you’re trying to do but not having any control over violence is just not ok."
A teen with an injured elbow was also seen towards the end of the video.