Paid

Creative Brief – FootLocker Sneaker Truck

What is the goal?

a. To increase the cultural relevance of Foot Locker as the go to sneaker retailer among Gen – Z.

b.Drive sales and user generated social media content through limited time only exclusive sneaker drops at event pop ups

c.Featuring local Gen – Z artists at each pop up to live-design custom sneakers, creating limited-edition pairs that can be purchased on-site while reinforcing Footlocker as a brand that celebrates youth creativity, community, and self-expression

Why do we need to do this?

a.To tap into the active Gen – Z demographic at massive live events

b.To foster a sense of community into retail experiences once again

c.To differentiate the brand from other traditional sneaker retailers and establish as a tough competitor among newer brands

d.Encourage real – time engagement by participating in event based sneaker drops and creating buzz and urgency

Target Audience:

a.Gen – Z (ages 16 – 27) event goers who actively go to large scale events such as music festivals, sporting events and fashion focused experiences

b.Digitally native, fashion forward audience that are highly engaged with sneaker culture and social media trends

c.Artists and creative minded people that encourage, follow and appreciate upcoming artists in their local spaces

d.Audience who takes pride in owning limited edition and exclusive product drops and enjoy experiential retail

Current vs Desired Brand perception:

Current perception – A well established and highly trusted traditional brand. Known retailer for go – to sports and footwear needs and family – oriented shopping

Desired perception – A culturally driven, trend and fashion aware upscale brand that fosters creativity, innovation and fosters street wear style to the next level in a way that aligns with Gen – Z’s interest in hype culture and discovery

Where will this story get told?

a.Social media platforms – Instagram, TikTok, X and Snapchat handles of the official Footlocker account

b.Social media platforms of activation partners such as FIFA, Lallapalooza, Coachella and the featured sneaker artists

c.Billboards on the highways leading towards the event spaces and freeways

d.Influencer partnerships documenting the pop-up activations in real time from the event space

e.Digital advertising banners on ticket booking sites of partner events such as Ticketmaster, Seatgeek or the official Coachella website