Foot Locker took to the runway in a fashion-forward campaign which saw the retailer tap into Fashion Week for the first time.
In recent years, street-style has become increasingly more popular within women’s fashion, popping up on catwalks around the globe and fuelling a demand from consumers for ‘fast-fashion’ – purchasing the latest looks as soon as possible. With Foot Locker’s diverse female product offering across a range of sneakers and apparel from global brands, the activity during Fashion Week provided the perfect opportunity to showcase Foot Locker’s hottest drops and exclusive collections.
With the aim of further establishing Foot Locker’s relationship with fashion in a credible way to engage with their target audience, the team secured sponsorship
of London Fashion Week Festival – the consumer facing event which complements London Fashion Week itself – being the festival’s Official Sneaker Sponsor. The sponsorship provided a great platform to create an affiliation with Fashion Week, via an authentic route which was relatable to their audience.
To kick-off the Fashion Week activity, the team organised a campaign photoshoot with the credible sneaker-title Hypebae, securing key influencers from each of the European Fashion Week cities (London, Paris and Milan) to front the campaign. Showcasing the latest sneakers and apparel from Foot Locker, the influencers
styled out the new collection including a Fashion Week upgrade on the Fila Disruptor. Creating hype for the latest collection, the images were rolled out across Europe in a multi-market retail campaign.
Ahead of the sponsorship, the team hosted 20 of Europe’s hottest fashion & lifestyle influencers, providing them with a sneak peak of the Fashion Week drops, held at the fashionable Ham Yard Hotel on their beautiful roof terrace. Guests from the UK, France and Italy were treated to a bespoke Foot Locker x London Fashion Week Afternoon tea, a preview of the new range, viewing of the campaign imagery and bespoke sneakers from customiser, Zaptio.
Following the event, the influencers were hosted at the Pam Hogg SS19 LFW Catwalk show before heading back into Soho for the evening – taking in the buzz of the LFW atmosphere in the city.
The following week saw the launch of the Foot Locker pop-up at the London Fashion Week Festival. Over the course of the four-day consumer facing event, the team created a Foot Locker pop-up shop and chill zone, showcasing the latest sneakers and apparel with a shoppable capsule collection. In addition, Zaptio and his team were on-hand to provide bespoke customisation’s to sneakers purchased from the Foot Locker pop-up.
To raise awareness of the official sponsorship in-store, the team created a pop-up nail bar in the flagship Marble Arch Foot Locker store. Working alongside trendy salon WAH Nails, customers had the opportunity to select from five unique Foot Locker-inspired nail designs over the course of the London Fashion Week Festival period.