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M&C Saatchi PR

Core disciplines: Corporate communications, Experiential marketing, Public relations (PR)

WATCH VIDEO: Presenting Foot Locker #ItStartsHere at Village Underground (2017)

Parisian model and influencer, Tatiana Heiss (aka @tracy_joe_) styles Foot Locker's apparel at #ItStartsHere (2017)

To kick-start a year of hot releases and celebrating Foot Locker’s forefront position of innovation, #ItStartsHere featured a cutting edge, hologram fashion show, supported by projections, bringing to life the finest collections of sneakers and apparel (2017)

#ItStartsHere press show hosted the likes of Complex, Hype Beat, Notion, ProudLock, Kish Kash, Crep Junkie and BBC1 Extra (2017)

Hosted at Village Underground, #ItStartsHere kicked-off with a press show and unique retail experience, followed by an NBA match at the 02, rounding off with an exclusive Shoreditch after-party (2017)

Over 400 sneakerheads, journalists and industry specialists attended the after-party at Village Underground and witnessed special performances from Dave, AJ Tracey, Target and Manny Norte. (2017)

Alongside playing the after party, Hip Hop event host, DJ Semtex, encouraged guests to explore the collections and take part in the interactive social activity including the 360 degree sneaker photo booth and GIF booth for personalised Instagrammable opportunities - #ItStartsHere (2017)

Influencers flew in from all over Europe and were invited to the flagship House of Hoops store on Oxford Street for a unique Foot Locker retail experience (2017)

'Dope presentation today by @FootLockerEU - some sick sneaks & garms on display! #ItStartsHere' - Oliver Proudlock, Made in Chelsea Star and Style Icon (2017)

WATCH VIDEO: YouTube Sensation, 'Chicken Connoisseur' AKA Elijah Quishe recently joined us at the Foot Locker #ItStartsHere 2017 event to show us some some of his favourite kicks that on display. (Followers: 581,219)

‘It was a big step up from last year which is great and was way more interactive!’ - King of Trainers (2017)

‘Loved the event, it was really cool and innovative! - Sole Supplier (2017)

The Client

Foot Locker

The Problem

How can a big retailer be taken seriously by an elusive, ultra cool youth movement?

The Strategy

The gateway to sneaker culture - position Foot Locker as an authority on and gatekeeper to sneaker culture across Europe.

The Idea

The Foot Locker Collective - a hand picked group of lifestyle and sneakerhead influencers from across Europe who we work with to co-create content and experiences to excite young sneaker buyers. The Collective also engages directly with Adidas, Reebok and Nike to develop brand exclusive content, some of which features their ambassadors.

Every year The Collective are engaged on “The Hottest Month”, a pan European influencer event which showcases all of the latest sneakers launching into Foot Locker. This has become a major event in the calendar for Foot Locker, the brands they carry and the global sneaker community.

The Impact


Q1

best ever Q1 results as a result of 'The Hottest Month' 2016 & 2017 campaigns


55

pieces of international coverage of Adidas Tubular Event


900+

pieces of coverage for 'February Hottest Month' campaign


127,000,000

reach of 'Sneaker of Keeper' video feat. ambassador Anthony Martial

 


200%

smashed sales target at Foot Locker Madrid's new flagship store opening


200,000,000

engament on social as a result of our campaigns

WATCH VIDEO: Anthony Martial is challenged to a game of 'Sneaker or Keeper' as part of our pan-European 'Summer of Sport' campaign (2016)

@Matildaedge and @Telva show off the latest #approved sneaker trends in Madrid for Foot Locker Europe (2017)

To drop Foot Locker's more than 150 new sneaker’s models and apparels within 28 days, we presented #ItMustBeFebruary. Guest included the NBA Star Kareem Abdul Jabbar (former player for the Milwaukee Buck and after at the LA Lakers), the Hip Hop legend Grand Master Flash, the Sneaker ambassador and Hip Hop producer DJ Clark Kent and the multidisciplinary Sneakers addict, Street-Ball connoisseur and Hip Hop busy activist Thibaud Longeville (2016)

South London's Santan Dave spitting bars at Foot Locker's 'NBA Crossover' exhibition, displaying the convergence between the Basketball league, fashion and popular culture through the ages (2016)

We brought down Shoreditch's best barbershop to offer free #FootLockerApproved cuts at our NBA Crossover event (2016)

Living the brand in style at NBA Crossover (2016)

Led by the start of the NBA basketball season in the U.S., February is often the hottest month in sneakers., so we took over Shoreditch Studios to bring #ItMustBeFebruary to sneakerheads across Europe.(2016)

Releasing woman's sneaker range with #ApprovedForHer (2016)

Since 2016, M&C Saatchi PR have been working alongside Jacamo on everything from press office and brand activations to content creation and brand ambassador programmes. For more information please email tash.cordeaux@mcsaatchi.com.
 

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