M&CSaatchi PR Sneaks East: Introducing Foot Locker to Eastern Europe’s Sneakerheads

London, 15th June 2017

M&C Saatchi PR’s UK Foot Locker team made their way to Prague to support on the opening of the city’s new five-storey Flagship store. Tobi Onabolu, Account Executive, guides us through the day’s events, Foot Locker’s European expansion and Prague’s sneakerculture.

In the centre of Prague, as you wander through the beautifully cobbled streets, passing by rows of major designer stores and local Czech cafés, the beautiful and infamous Wenceslas Square emerges, towered by magnificent Western Gothic buildings detailed with an influence of the Slavic East. On this square, in amongst the old, appears the new, the modern, the cool – a beautifully contemporary designed, glass panelled 5-Storey Foot Locker flagship store, built to fulfil the appetite of a fast-growing local sneaker culture.

Last month, our Foot Locker Europe team were briefed on a new flagship store opening in Prague, a European city which till then had been dormant in the brand’s PR and Marketing plans, but no less on everyone’s radar. The brief was to invite the city’s top media, influencers, and sneakerheads down to the store for a Friday night VIP opening party, with the goal of making as much noise as possible on social media and beyond, about this brand-spanking-new sneaker emporium.

With a week to go, the UK team signed up a local agency, immersed in Prague’s streetwear and sneaker culture, to activate the plan. Taking our expert knowledge of Foot Locker and our understanding of how sneaker culture culture manifests itself in the UK and Europe, we put the local team to task, inviting Prague’s finest, to a hotly anticipated sneaker bash.

At 7PM on a balmy Friday evening, the doors of Foot Locker’s biggest store in the Czech Republic, and one of their biggest in the whole of Europe, opened to a select group of 70 influencers and media, desperate to check out the city’s latest sneaker gem. The night saw Czech celebrity DJ Wich and local favourite Craig Montana, behind the decks, playing out sets of hip hop and trap bangers, in which the crowd indulged into the dying minutes of Friday night.

Famous for their profound knowledge of sneaker culture, and support of the scene, Foot Locker also hosted one of their celebrated “Sneaker Talks”, discussing the latest creps on the markets, and the state of the growing scene in Prague. The crowd interacted with a panel of experts, discussing the latest trends, and the exciting growth of sneaker culture within Prague and the Czech Republic.

Returning to HQ the following Monday, and debriefing with the wider team, one thing was synonymously certain – sneaker culture is everywhere, in the West and now the East; and Foot Locker already is, and intends to remain a part of it.