Foot Locker

Where Sneaker Stories Start

Cara Delevingne x PUMA x Foot Locker, Central St Martins, London, 23/07/2017
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Cara Delevingne x PUMA x Foot Locker, Central St Martins, London, 23/07/2017

THE PROBLEM

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

THE STRATEGY

Where Sneaker Stories Start – position Foot Locker as an industry expert, whilst highlighting the wearer’s role in truly making sneakers what they are.

THE IDEAS

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 heroed genuine sneaker fans, working with paid and unpaid influencers from across Europe to shoot content and tell the story, 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 devised 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.

BUSINESS IMPACT

All major product drops have sold out over the last 12 months

CULTURAL IMPACT

800+

Sneakerheads and lifestyle influencers worked with over the last two years

5,343

Pieces of coverage secured since January across Europe, a 21% year-on-year increase

2.16bn

Reach secured since January across Europe

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
Instagram channel in six months

Ashley Verse
mscsprfootlocker2
Ashley Verse