A new festive initiative from Foot Locker Europe called ‘Give To Get’ saw the sports retailer donate €30,000 to charity while rolling out a trio of creative-led partnership projects to reinforce the brand’s new social commitment and community solidarity, as well as its renewed focus on Gen Z.
The project focuses on the concept of solidarity as an engine of change and is set amidst the festive holiday season and the lead video showcases three European talents who all show their skills and social commitments and acts as examples of how to creatively contribute to positive community change.
Footlocker sought to restate its support for social struggle as it created a collaborative Christmas campaign with three European creatives Isaac (a UK artist), Odile (a French model and film director) and Stella (an Italian dancer)
All three feature in the campaign’s hero spot which rolled out across the continent on the brand’s digital and social platforms at the start of December.
Footlocker gave €10,000 to each creative to invest it in the causes they have chosen:
Issac:
The London artist guides his creations and commitment to various causes including Black Lives Matter, the HIM + HIS gender equality organisation and to mental health causes ion the black community.
Odile:
The model and film director celebrates authenticity and her spot focuses on self-love and self-esteem in the field of fashion and she supported La Maison des femmes St-Denis (and organisation dedicated to protect vulnerable women/victims of violence).
Stella:
The Italian dancer’s video seeks to speak of the value of dance and its ability to raise awareness of issues like racial and gender equality and she donatied to the non-profit organization Africa e Mediterraneo (which was created to promote intercultural awareness between Italy and Africa).
The films were all directed by Statix Studio and celebrate each creative’s own story and are linked by a common narrative about using our voice to create change.
Comment:
The American multinational footwear and sportswear company’s ‘Give To Get’ campaign is the third instalment of its new positioning project as it commits to social movements and focuses on Gen Z.
The retailer’s new ‘Shoes don’t change the world. You do’ platform first launched across Europe back in July. This initiative aimed to promote a spirit and feeling of community and position the brand at the heart of this state.
The campaign was led by contributions from several young artists and ran under the global message of support for the social movements that this generation stars: the fight against racism, LGBT visibility, authenticity and equality.
It was followed by a second phase of work in August called ‘Changemakers’ which was in turn followed by October’s ‘Raise The Game’ both of which again showed how the brand is pivoting its focus towards Gen Z.
While over in the USA, Foot Locker USA’s annual ‘12 Days Of Greatness’ initiative launched in late November and ran through early December.
Links:
Footlocker Europe
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