European culture + retail agency

Foot Locker is a brand that is steeped in authenticity and heritage in the sneaker game. The black and white stripes are synonymous with many cultural moments. In this ongoing partnership with Amplify, Foot Locker challenged us to support them in elevating their brand experience moments across events, partnerships, retail and product launches throughout their key European markets.

At its core, Foot Locker is a community of sneakerheads excited about the cultural world around them; the community has driven the brand since its inception.

As we continue to work with Foot Locker, we have ensured that we are shining a light on communities across the board. Whether this is the basketball community, local art communities or underprivileged communities, Foot Locker can provide platforms for these communities and meaningfully engage them.

To celebrate the iconic TNO collective, Foot Locker and TNO teamed up to create a limited edition striper shirt.

To launch this, we created an in-store experience that brought to life all the key moments that have made TNO the collective they are today.

Using Freddy, their recognisable character, we created an experience that welcomed audiences into store, introduced them to TNO, spoke to their sound system heritage and then displayed the limited edition shirt.

Creating four unique stands, we used QR codes to allow our audience to scan and view content that gave them a deeper understanding of the TNO world.

To bring to life the latest Puma Mirage Sport Remix x DJ Snake at the Champs Elysée Flagship store in Paris, we created an innovative POS installation using the sneakers’ colourway and Instagram AR filter that translated the universe of DJ Snake onto the phone screen, using the language of a digital soundwave to visualise music.

Our POS installation was composed of a coloured perspex portal that worked from both the viewpoint of the window looking into the store, and from the store looking out.

The hero sneaker stood on a clear perspex stand for a simple finish in the centre and lit up by inner LED rings. The blue perspex tones complemented the colours of the Puma Mirage Sport Remix, making the colour accents in the sneaker stand out.

People were invited to enter the universe of DJ Snake by scanning a QR code to unlock and use the AR filter with sound waves reacting to the movement of their face.

As one of the main sponsors for Sneakerness Rotterdam 2021, a global event and platform for sneakerheads and enthusiasts, Foot Locker challenged Amplify to connect their brand within sneaker culture in a new way, without focusing on the retailing of respective products and delivering a creative experience that caters to the wide audience attending the event. From here, the creation of Foot Locker ‘Sound of Sneakerness’, was born.

Foot Locker, ‘Sound of Sneakerness’, helped elevate the brand in the world of Sneakerness in a culturally authentic way by becoming a central hub, that played host to DJ sets, panel talks and interviews to celebrate the community and culture of the sneaker industry and supporting up-and-coming talent.

6 programmed talks were hosted focusing on aspects of sneaker culture which 24 collaborators came together to create throughout the weekend event, immersing everyone that attended into the world of sneakers.