Foot Locker has launched a back-to-school advertising campaign entitled “It's a Sneaker Thing.” The campaign in the U.S. kicks off with two spots, titled, “Wright Brothers” and “Newton.”
Both feature students who have an incredible love for sneakers, so much so that they reinterpret famous moments in history. Whether it's the invention of “fly” by the Wright Brothers or the discovery of gravity's effects by Sir Isaac Newton, sneakers are always the focal point. At the end of each spot, the student delivers a somewhat skewed report to his classmates, while the teacher (the iconic Foot Locker “striper”) looks on knowingly and proudly.
“At Foot Locker, we live and breathe all things sneakers. It's who we are,” says Stacy Cunningham, Executive Vice President, Marketing, Foot Locker, U.S. “This campaign celebrates the shared passion and devotion that resonates with our customers. It's another way for us to express that we understand their incredible enthusiasm for all things sneakers.”
In addition, the campaign is supported through digital, print, and comes to life in-store. Some highlights include a re-skin of the home page of footlocker.com, along with a classroom-inspired portal on footlockerunlocked.com, print ads and in-store displays that further demonstrate “sneaker love” with a reinterpretation of famous book covers (e.g. “Taming of the Shoe,” “Lord of the Fly,” “For Whom the Buzzer Tolls,” and “One Flew Over the Cuckoos Net”). The online ad campaign features a new SAT test (Sneaker Aptitude Test), whereby customers can log on to take the test and enter to win a grand prize $1,000 Foot Locker gift card or additional offerings each week of the campaign.
More information on the campaign is available at www.footlockerunlocked.com/backtoschool.
