Sell a #$%load of shoes without naming the brand.
WELCOME TO RETAIL INNOVATION.
We were invited to develop the Footlocker Europe sneaker campaign. The perfect score! #WeLoveSneakers.
Create a brand sales campaign without naming the products for sale.
We dug deep and spent a few days in Footlocker stores... quizzing kids, observing and trying to find a golden nugget insight. All the while I had one eye on the sneakers I wanted... it was like going to the supermarket and looking at washing powder. They all did the same thing but which one stood out for me? That was it, the strategy would focus on the frustration of indecision. The Footlocker Choose Wisely campaign ran across outdoor, print, tvc and online.
6631 sneaker sales in one weekend.