Following on from Foot Locker’s global pledge to donate $200m to the black community through a programme of economic development and education programmes, the sports shoe retailer’s European arm has launched a new brand platform called ‘Shoes Don’t Change the World. You Do.’
The initiative, which debuted on 16 July, aims to drive and inspire change and is fronted by a statement born out of the insight that ‘shoes don’t make the person, the person makes the shoes’.
The aim is to enhance its connection to and engagement with its core Millennial and Gen Z consumer base.
The new platform is introduced through a campaign developed with agency AnalogFolk called ‘Shoes Don’t Change The World. You Do’ running across Foot Locker’s social and digital platforms and in select stores across Europe.
The campaign’s hero spot celebrates today’s youth who are making the world a better place and drives awareness of the new platform which both acknowledges a need for change and demonstrates its loyalty to its audience.
The initiative features a diverse cast of what the retailer describes as ‘influential changemakers who are creating and inspiring change within their community’ and they include:
Ashton Attzs, a London-based queer, nonbinary artist
Jade Pearl, an abstract artist, illustrator and model
Marvin Bonheur, a French photographer
David Blank, a self-described “fierce, black, fearless, queer and feminist” artist
Muriel Elisa De Gennaro, a leader in the Italian LGBTQ community
“It is an acknowledgement that while shoes don’t change the world, they give people the confidence to be themselves; and that is where the change starts,’’ said Carmen Seman, VP Marketing for Foot Locker Europe.
Susie Kuhn, VP and GM Foot Locker Europe, added that the launch “represents a key moment for Foot Locker in Europe. This isn’t just another brand anthem for us, this is a bold and transparent commitment to enable long-term change. As Foot Locker, we are already in partnership with today’s youth and they will drive the change, but we will offer them the assets, access and resources to support their confidence to do it. Our launch film, featuring a host of inspirational creators, is our rallying cry. The world is calling out for change and we want to be a part of it by lending our platform to these voices. We’re committed to be their ally for achieving real progress.”
The campaign was created by AnalogFolk Amsterdam and the agency’s ECD Carren O’Keefe argued that the launch film makes “a bold statement around the brand’s belief in Gen Z’s power to change the world and do so through their own eyes and their own content. But this is just the beginning. We can’t wait to further help the brand partner with the youth to create a better world — something that aligns to AnalogFolk’s mission of using digital to make the analog world better.”
The work will run through the summer and beyond and will include additional changemakers in future content.
Comment:
This is a fast-moving, in-your-face creative piece celebrating today’s younger generation and the people who are making the world a better place.
Links:
Foot Locker
AnalogFolk
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