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 in collaboration with Anouk van de Sande.
Soon the lines between fiction and reality began to fade,
both for them and their ever-growing group of followers.