H&M is seeking proposals for a marketing campaign to launch a new line of basketball shoes. The goal is to change perceptions of H&M as an uncool brand and appeal to social influencers aged 18-24. The campaign budget is $3 million and will run globally in 2013 to promote the shoes and sell 1 million pairs, with the goal of making H&M a masspirational fashion brand that is cool without being exclusive or try-hard.