Foot Locker was facing a tough market, with garment brands and high street retailers encroaching, and morale in need of improvement. So the athletic footwear giant – whose first store opened in California in 1974 – challenged us to re-engage sneaker fans with Foot Locker’s essence and re-establish the brand’s global credentials.
Got a dope pair of special edition vintage Jordans? Photograph, upload and archive ‘em! We conceived Sneakperedia to be both the world’s first visual wiki and the world’s largest sneaker archiving project. It needed to be a place where sneakerheads could connect, share, discuss, follow and shape sneaker trends.
To fuel and harness this worldwide obsession, we produced a truly multi-media execution – successfully using social media to promote the hugely oversubscribed launch event as well as television and digital marketing to get the word out about Sneakerpedia’s online presence.
Gold Cyber Lion – Websites & Microsites – Clothing, Footwear & Accessories
Silver – Consumer Generated Content – Fashion, Apparel & Accessories
Gold – Microsite/Website
Bronze – Social Media
Silver Pencil – Brand Transformation – Single Websites – Social Websites
Bronze – The NEW Category