Foot locker | holiday campaign
A series of cultural products.
Foot Locker wanted to reclaim its position as an authority in sneaker culture. Something easier said than done as it requires a shift from thinking in product sales, to thinking in cultural contribution. For their holiday campaign it meant standing out in a culturally relevant way in a cluttered environment.
“I wonder what the Foot Locker holiday campaign will be this year” said no-one ever.
So instead of creating a classic holiday campaign, we created relevant products and content appealing to the audience hunger to gift and dress up.
Together with local VICE offices we identified 3 ambassadors in our key markets - famous in their respective communities for moving the needle on culture. We gave them carte blanche and asked them to curate the Foot Locker inventory based on their style, values and spirit. This resulted in three distinct Holiday Capsule Collections, reflecting the values of the community the ambassador represented.
Then we took it a step further. To promote the Capsules we decided to move past traditional advertising tools by once again handing over the reins to the talent. We asked them how they wanted to launch their capsules and ended up with the promotional tool of their choice: a music video, a digital art piece and a spoken word performance. By treating the promotions as content over ads, we created cultural products that resonated with our audience and were awarded as the campaign outperformed on almost every KPI.
TLDR; We gave upcoming talents their own capsule collections in all 650 stores in Europe and created cultural products to hype it.
Design collective Sucuk & Bratwurst curated their collection called Turbo.Drive. Inspired by the 90’s tuner car aesthetic they put together a collection of items connecting to a visual and design driven audience.
Sucuk & Bratwurst’s Turbo.Drive collection launch video.
Watch the full story behind the collection.
French rapper Di-Meh’s collection ‘Personnel’ is a celebration of the place that got him to where he is today. The streets. A discreet collection curated for the ones on the corner. To launch the collection in style we created a musical video experiment for which he released his newest track.
Di-Meh’s ‘Personnel’ collection launch video.
Watch the full story behind the collection.
Milan based trap trio Threesome curated their collection ‘Size 7” launched their unisex collection with a music video challenging the middle eastern culture in the west stereotypes and male domination in the rap scene. A collection and video built on female empowerment.
Watch their Size collection launch music video above.
Watch their Size collection launch music video above.
