Georg Gross

Department: Man and Communication

Snaggin.net

Can you fake it until you make it? Intrigued by this idea, Olivier van Gaalen, Georg Gross and Niklas Worisch invented ‘Snaggin’ – a ficticious sport based on children’s catch ball toys. As self-professed pros, they started living the lifestyle and uploading the evidence online. The idea caught on, reaching a wide audience through social media. Maximising on this interest, the designers proceeded to build a brand around it, complete with sportswear. Soon the lines between fiction and reality began to fade, both for them and their ever-growing group of followers.