A holiday season, global online campaign from Foot Locker features a team of well know personalities and social media stars – such as Don C, Lauren London and Dixie D’Amelio – alongside several company employees to target Gen Z
Called ‘Celebrate’ and created in-house, the seasonal campaign consists of a series of ads running across Foot Locker’s digital and social platforms.
The campaign stars a strong line up of celebrities and social stars such as singer and social media personality Dixie D’Amelio, actress, model and TV star Lauren London, plus high school basketball player (and Puma brand partner) Mikey Williams, as well as father-son social stars The Enky Boys. The ambassadors have all been chosen to help the brand focus on reaching young people and participating in sneaker culture.
As well as the stars, ‘Celebrate’ also shines a social marketing spotlight on some of Foot Locker’s own employee talent: including collaborator and designer Don C, women’s creative director Melody Ehsani and several store employees (known as ‘stripers’ – a term derived from the brand’s in-store assistant referee-style uniforms).
The marketing initiative opened with a burst of content on its Instagram and TikTok channels (including the central platform, plus Foot Locker Women and Kids Foot Locker) featuring ‘fit checks’ and connected through the campaign hashtag #FootLockerCelebrates.
As well as the social content, the brand is also releasing a series of exclusive collections in stores and online throughout the holiday season.
“One of the things that we really wanted to do here was spread positivity,” explained Foot Locker Global Chief Marketing Officer Jed Berger. “Sneaker culture and youth culture are fun. They tell great stories. This is a moment during the holiday season where we want to have unifying moments and things to celebrate. Sneaker culture is one of those things that connects to a lot of different diverse groups and backgrounds and generations.”
“Sneaker culture is never going to go away because there’s so many incredible people that are fueling it,” Berger added. “I feel like Foot Locker is really at a place where we’re pushing to be a real part of that. We also featured our own staff because they are some of the closest people to sneaker culture in the world, and we wanted to take the opportunity and put shine on them and celebrate them. First and foremost, I would say that they are the stars of this.”
Comment
Foot Locker is looking to the future through younger consumer segments whilst it is in a strong financial position today.
Its recent Q3 financial report showed that Foot Locker’s total sales increased 3.9% to $2.19bn in the third quarter of 2021 (compared to $2.11bn in 2020), despite also warning of continued supply chain disruption.
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