Douglas Brundage

Foot Locker

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.
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.