London, 19th January 2018
Our very own Sam Baker gives us the round up of this months’ Foot Locker influencer activity.
January saw M&C Saatchi PR take to the basketball court, hosting a Pan-European influencer campaign with Foot Locker to coincide with the National Basketball Association game in London and the release of Nike’s Kyrie 4.
Beginning the 2-day event, 17 sneakerheads from a range of Foot Locker’s key markets, including Germany, France, Spain, Italy and the UK were flown into the capital where they were whisked away to the high-end Nobu Hotel in Shoreditch. Upon arrival, guests were greeted with a unique Foot Locker mocktail, specifically concocted for the event and escorted into the Kaijo lunch room where an opulent table display adorned in Foot Locker’s signature black and red colours awaited them. This presented a 6-course lunch of refined Japanese cuisine, and the perfect opportunity for Europe’s elite sneakerhead community to bond over their mutual love of street style.
Following the lunch, everyone took a coach trip down to The O2 to watch the Philadelphia 76ers and Boston Celtics NBA game where Nike’s latest sneaker muse Kyrie Irving would be playing. Sat only a few rows from the front, influencers watched avidly, hot-dog in-hand, as both teams dribbled expertly across the court with the energy in the arena remaining high across the 48-minute game.
After the final timer, it was time to travel back to Nobu Hotel where sneakerheads checked-in to their luxury rooms for a night of rest. Lead by the M&C Saatchi PR team, the final day of the event saw the influencers visit Foot Locker’s flagship store on Oxford Street where they were treated to sneakers or apparel of their choosing, as a memento of the experience.
All in all: the campaign was a huge success, cementing strong relations with Foot Locker and Europe’s sneakerhead community as well as a host of social coverage. In basketball terms, we’d call that a “swish”.
For more information on our work with Foot Locker, click here.