• THE ASK

    Sometimes brands get a little scuffed up. Such was the case with Foot Locker, the world’s largest sports footwear retailer, who needed help boosting their brand’s distinction and relevance.

A BRAND IN NEED OF SOME POLISH

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.

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  • THE ANSWER

    Foot Locker’s fanaticism for sneakers was only matched by the passion of its customers. After discovering there was no online space for sneakerheads, we created Sneakerpedia.

SNEAKERHEADS UNITE

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.

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  • OUTCOME

    What does all-out sneakermania look like? Here’s a snapshot of how it paid off for Foot Locker.

THE JOYS OF SNEAKER DEVOTION

  • The Sneakerpedia Beta Club was oversubscribed in just nine hours, triggered by a whopping 4.5 million #sneakerpedia tweets.
  • During the beta phase alone, the Sneakerpedia community reached 6.7 million fans and generated over a million dollars in free market exposure.
  • 34% of Sneakerpedia visitors tweeted about it, and 32% posted other types of social media status updates, helping the Foot Locker brand gain significant momentum.
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  • RECOGNITION

    Sneakerpedia laced up more than 25 international awards, including a coveted Gold Cyber Lion at the Cannes Lion Festival.

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