The gateway to sneaker culture
The Change They Needed to Make
As a mass market retailer, Foot Locker’s challenge is to build credibility among the highly influential sneaker community. During our years of work with Foot Locker, we’ve positioned the brand as the gateway to sneaker culture across Europe by seeding the latest products to key influencers in the sneaker community.
We have created ‘The Foot Locker Collective’, a hand-picked group of sneakerheads and lifestyle influencers that we have built an exceptional relationship with.
We work with them to co-create video content and experiences including an annual pan-European event showcasing all the latest sneakers and an annual sponsorship of London Fashion Week.
Regular conversations with the collective also serve as focus groups for products and creative insights.
Our long-term partnership with Foot Locker has helped them shift perceptions with the audiences that mattered the most.
The ‘Foot Locker Collective’ is a growing community of over 800 tastemakers. Who helped generate 5.4k pieces of coverage in two years.
Drove interest in the brand, recruiting 25% new social followers y/y. And created ongoing brand relevance with a staggering 16m weekly impressions across owned social.