I’ve worked with Foot Inc. (Foot Locker, Foot Action, Six:02, Champs, Eastbay) for over 4 years on trend reporting, innovation and creative strategy. My favorite example of work for Foot Action can be found below.
Challenge: Foot Action needs to differentiate itself from Foot Locker as they launch a campaign oriented around driving traffic during summer, when many of our target consumers are off from school. Insight: Foot Action can lean more aggressively into both music and humor, moving away from sister brand Foot Locker’s more athletic lens.
Creative: “Summer Hustle”
We brought Foot Action’s new ethos to life in a content series about something that’s quite relatable to Foot Action shoppers - summer jobs. Starring Gucci Mane as an entrepreneurial wizard in an infomercial-style spot, Foot Action’s “Summer Hustle” campaign announced its seasonal lineup in a supremely sticky way. Supporting cast members Cousin Stizz and MadeinTYO rounded out the production.
Results: 640k views and counting on YouTube, plus significantly increased traffic to the Foot Action e-commerce site and press hits from Pitchfork, Hypebeast, Revolt, Highsnobiety and more.