To celebrate its 45th anniversary, Foot Locker Europe posed people the ultimate sneaker question – what are the greatest sneakers of all time?
The initiative, which saw the retailer team up with Vice’s creative agency Virtue, saw Foot Locker pay tribute to sneaker culture by inviting sneakerheads to share their own personal top five pairs of sneakers ever.
The campaign, which spans six key European countries, saw Foot Locker and Virtue team up with 17 sneakerhead influencers to get the debate going by making their own video pitches for the best trainers ever.
The influencer video series featured Kish Kash (a UK DJ, radio presenter, author and self claimed ‘shoe connoisseur’), Kwills (a Dutch designer and tattoo artist who has made his name by combining the art and sneaker industry), Steel Banglez (Bristish producer and solo artist) and the Spanish designer and photographer Juanma Jmse.
All were asked to create their own video showing the world their top five greatest of all time.
The spots were also amplified across the brand’s own and the influencers’ social channels.
Best Sneaker of All-Time?#Nike Air Force 1 'White/White'
Available Now, In-Store and Online
Full Family Sizing pic.twitter.com/oVAZfBwXZM— Foot Locker (@footlocker) April 19, 2019
The campaign was created for Foot Locker Europe by a team at Virtue Amsterdam which included Managing Director Perre van den Brink, Executive Creative Director: Pascal Rotteveel, Creatives Valentino Marazziti and Jasper Vierboom, Strategy Director Munise Can, Strategist David Kellas, Account Director Gemma Trounce, Account Manager Sabine van Kranen and Project Manager Julie Cousty.
Comment:
The fit (no pun intended) here is clear: Foot Locker first opened just few years before the explosion of sneaker-culture in the 1980’s so the brand has been part of its history from the very beginning.
Links:
Foot Locker
https://www.instagram.com/footlockereu/
https://twitter.com/footlockereu
https://www.facebook.com/FootLockerEU/
https://www.youtube.com/user/footlockerEU
Virtue Amsterdam
https://www.virtueworldwide.com/
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