The rollout opened on 3 October with a clip and no caption at all: a Play for Keeps hoodie outside a Foot Locker store, shot on VHS. Five days later the collaboration was announced, tagged to Foot Locker Australia, and the campaign film, made by Moonboy Studios, followed on 14 October.

The campaign went up on the street as well. Posters ran across Sydney’s inner west, in Marrickville, St Peters, Petersham and Leichhardt. Then came the mural, drawn by GEEDUP’s design department in teal: the GEEDUP, Foot Locker and TN Turbo marks stacked above a giant TN, carried across the side of a corner building.

The apparel side of the capsule was sold through the GEEDUP webstore. Two Handstyle × Foot Locker hoodies carried the brand's handstyle in chenille, finished with a yellow PLAYFORKEEPS woven tab and the line "BY GEEDUP. FOR FOOT LOCKER." One came in black, white and grey; the other in white, aqua and Turbo Green, matched to the shoe. A PFK × Foot Locker hoodie in black and Turbo Green and a black Geedup × Foot Locker tee completed the range.

The shoe itself came dressed. GEEDUP designed a set of shoe jewellery for the release: a "GEEDUP" dubrae for the laces, a "Gdup" charm and a screw-in Play for Keeps hang tag, packed in a black GEEDUP box with a sticker sheet.

The teaser asked “Jewels and all… Who wants em’?”, and a week later GEEDUP floated going further: “Might take it a step further and ice them out…” Foot Locker gave the kit to the first buyers at selected stores, with online orders drawn at random.

New Zealand went first, on 15 October, and the next day GEEDUP posted: “Four days til’ we set a precedent.” In Australia, GEEDUP opened early access on its webstore on Monday 20 October at 6:30pm, the day Hypebeast covered the release, and the next night Foot Locker Pitt Street hosted the Sydney launch: 200 pairs, each with the jewellery and sticker pack, music from Prvstige, and giveaways on the night.

The first night online was cut short. GEEDUP's own captions put it plainly — "re-drop after major internet outage" — and the capsule came back on Wednesday 22 October at 6:30pm, the same evening Foot Locker posted the TN as out now nationally.