Our brief was to create a series of themed campaigns, both seasonal and brand-focused, to be rolled out across 650 stores in 19 different countries and across their online and social channels.
Our aim was to engage and inspire the Foot Locker consumer with the introduction of the ‘liquid metal’ story that launched at Christmas.
To enhance the mood of the season without linking it directly to Christmas we created a suite of 3D urban themed objects made from copper, gold and silver that surround the ‘Time to Shine’ typographic lock up.
In-store we created a full retail suite with bespoke shoe boxes and bags that ran for the Christmas period.
The exclusive ‘Velvet’ Pack references all things plush and decadent with a strong focus on comfort, high-end production and the velour details in each of the sneakers. We created an ethereal dream-scape that showed the iconic silhouettes yet also allowed us to highlight the velour details of the product.
We also filmed a series of launch videos that were deployed across top-tier stores and social media platforms.
The second part of the brief was to create a lifestyle campaign across Foot Locker’s social media and digital platforms that extended the campaign beyond sneakers into women’s apparel.
Still life photography : Josh Cauldwell
lifestyle photography : rebecca naen
To reinforce Foot Locker’s sneaker curation positioning we were tasked with creating a platform to showcase hero and iconic classics in both kids and adult stores.
The visual platform allowed flexibility throughout the year to showcase hero products – for the launch we focussed on the Adidas Superstars.
Our approach was inspired by technical drawings, highlighting the engineering and iconic design of the sneaker that sat in line with the black and white Foot Locker branding all year round.
A selection of key visuals from other projects over past years.