THE BRIEF
How do you convince sneaker heads and ballers that Footlocker is a reputable player in the sneaker world?
THE IDEA
"THE 8"
8 days. 8 limited edition drops. 8 exclusive influencers.
To prove House of Hoops is bringing the most exclusive drops to Toronto we put them in the hands of some of the most influential sports and style bloggers in the six. Influencers played a major role in cementing the hype around the limited edition kicks by allowing them to be the first to drop on their own social channels for the first 8 days of the store opening.
We designed 8 sets of teaser / reveal images inspired by the unique style of each set of kicks. We dropped them each day as in-store posters, on the website and on influencer social channels. This allowed the influencers to make the drop experience their own and provide deeper story-telling around the shoes.
We challenged sneaker heads to prove they had the game to be part of the The 8. We asked them to submit Instagram and Twitter pics of their sneaker collections. Everyday a new person was crowned and rewarded with their reserved shoe size and a pass to jump the line at the store opening. To heighten the experience LeBron James made an unannounced appearance at the store launch sending the masses into a frenzy.
How do you convince sneaker heads and ballers that Footlocker is a reputable player in the sneaker world?
THE IDEA
"THE 8"
8 days. 8 limited edition drops. 8 exclusive influencers.
To prove House of Hoops is bringing the most exclusive drops to Toronto we put them in the hands of some of the most influential sports and style bloggers in the six. Influencers played a major role in cementing the hype around the limited edition kicks by allowing them to be the first to drop on their own social channels for the first 8 days of the store opening.
We designed 8 sets of teaser / reveal images inspired by the unique style of each set of kicks. We dropped them each day as in-store posters, on the website and on influencer social channels. This allowed the influencers to make the drop experience their own and provide deeper story-telling around the shoes.
We challenged sneaker heads to prove they had the game to be part of the The 8. We asked them to submit Instagram and Twitter pics of their sneaker collections. Everyday a new person was crowned and rewarded with their reserved shoe size and a pass to jump the line at the store opening. To heighten the experience LeBron James made an unannounced appearance at the store launch sending the masses into a frenzy.
Recap Video
In-store branding - We designed unique creative for each set of exclusive Ltd. edition kicks. Each day, for eight days, a hero shoe was revealed and featured in the H.O.H store font display.
Day eight - in-store poster
Day eight - ecosystem
Day one - in-store poster
Day one - ecosystem
Day three - ecosystem
Day three - in-store poster
Day four - in-store poster
Day four - influencer drop
Social - Die hard fans posted creative pics of their sneaker collections. We picked the best and a lucky few were allowed to bypass the line to have their shoe sized reserved for the grand opening.
opening day.
