eBay Rocket Man Resale

As pre-owned fashion continues to soar in popularity, eBay has struggled to secure its place as a go-to destination for secondhand shopping. To change this narrative, we teamed up with none other than fashion icon Sir Elton John to launch a groundbreaking initiative: Rocket Man Resale.

In an exclusive partnership, Elton opened his legendary closet on eBay, offering fans the chance to own coveted pieces from his extraordinary wardrobe. From Gucci jackets and Versace robes to custom Prada loafers and vintage concert tees, the collection was a once-in-a-lifetime opportunity to own a slice of fashion history. All proceeds benefited the Elton John Foundation and their efforts.

The campaign included a standout experiential store installation, a hero video filmed on location at Elton John’s estate (directed by Vincent Peone of ArtClass), an array of photography assets, live event coverage, dynamic social media deliverables, and meticulous inventory management.

Rocket Man Resale struck a cultural chord, securing over 80 pieces of media coverage and generating more than 3 billion earned media impressions. The campaign was featured in major outlets including CNN, Rolling Stone, Variety, The Guardian, WWD, US Weekly, Vogue, and many more—cementing eBay’s position as a premier destination for secondhand fashion.