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Foot Locker: Where Sneaker Stories Start

THE PROBLEM

How can a big US brand land credibility with an elusive, sometimes skeptical and always ultra-connected audience?

THE STRATEGY

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.

THE IDEA(S)

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.

 

Social Impact

740k monthly reach on Instagram
16.3m average weekly impressions
1.03m followers, up 25.6% year-on-year
23.6k followers of the women's newly launched Instagram channel in 6 months

Media Impact

Media Impact
800+ sneakerheads and lifestyle influencers worked with over the last 2 years
5,343 pieces of coverage secured since January across Europe, a 21% year-on-year increase
2.16bn reach secured since January 2017 across Europe

Business Impact

Business Impact
100% all major product drops have sold out over the last 12 months
Best Q1 Results best ever Q1 results as a result of 'The Hottest Month' 2016 & 2017 campaigns
200% smashed sales target at opening of Foot Locker's new flagship store in Madrid