Foot Locker
The Week of Greatness
Foot Locker had developed an image problem. In recent years, the department store known for its expansive sneaker collection had lost its sheen with diehard sneaker fans who perceived the brand as a tired marketplace for less-exclusive sneakers. To set this right, Foot Locker wanted to use the make-or-break holiday season to show its consumers that Foot Locker was the sneaker community’s best kept secret, welcome to all sneaker fans who shared a common passion for sneakers. While other competitors were busy bombarding holiday shoppers with sales and promotions, we helped Foot Locker launch the Week of Greatness, a week-long celebration of the sneaker community featuring Foot Locker latest sneaker collection brought to life with creative media placements and content that hyperbolized the extreme lengths sneaker fans would go to cop their favorite pair.
Role - Lead Communications Strategist, Phd Media
Developed a communications framework that informed media placements to capture sneaker fans’ attention in environments where they were most active and engaged, resulting in a significant lift in ad awareness and brand recall among Foot Locker’s target audience.
Collaborated with cross-functional agencies, creative and PR teams to bring the campaign to life across key marketing channels: PR, OOH, social media, paid media and influencers.