Foot Locker: Where Sneaker Stories Start
How can a big US brand land credibility with an elusive, sometimes skeptical and always ultra-connected audience?
Position Foot Locker as the brand Where Sneaker Stories Start – acknowledging its position as an industry expert, as well as the wearer’s role in truly making sneakers what they are.
Get Back To It – we developed a pan-European activation that expanded on Foot Locker’s U.S. Back to School campaign, making it culturally relevant in terms of language, behaviour and timings. Get Back To It positioned the seasonal collection as perfect for shaking off those lazy summer days and getting back to working on your true passions. We didn’t just tell the story ourselves, instead we started the conversation and hero’d genuine sneaker fans, working with paid and unpaid influencers from across Europe to shoot content and tell the story for us, both on their own channels and Foot Locker’s.
@ApprovedForHerEU – as the drivers of Foot Locker Europe’s strategy and creative (independent of the U.S.), we recommended and launched a female-focused Instagram channel. Working closely with the most influential female sneakerheads and lifestyle influencers across Europe, we developed a channel and programme of activity that reflected a broad range of women – refusing to pigeonhole women. A key pillar of @ApprovedForHerEU has been a partnership with Dua Lipa, whom we secured as European ambassador, overseeing creative and activity that spanned everything from POS to PR, and social to ECRM.