Foot Locker (& Nike) Turn LeBron Sneaker Drop Into App-Led AR ’16 King Court Purple’ Treasure Hunt

This shoe scavenger hunt is another smart example of how brands are leveraging the power of mobile technology to create rich, exciting and participatory experiences – especially for hardcore, committed consumers and loyal fans.

While for Nike, this Foot Locker scavenger hunt is also a way to boost one of its key distributors.

(Nike represents about 70% of Foot Locker’s purchases).

The Foot Locker / Nike combination is certainly a leader when it comes to using mobile apps and AR

After all, in January 2018 it launched the first ever sneaker Snapchat unboxing lens linked to a purchasing channel to promote Nike’s Air Jordan III ‘Tinker’ – which sold out in just 23 minutes (see case study).

Other brands, including rival Adidas, have also been experimenting with similar mobile AR approaches.

Foot Locker, like many other retailers, is scaling back its physical retail presence in malls and high streets as its shifts toward online shopping.

The company plans to close about 110 stores this year, while only opening 40 new ones.

Nevertheless, Foot Locker still has 3,276 stores in 24 countries and the brand isn’t just focusing on new mobile tech platform purchasing.

It is also experimenting with mobile physical outlets too.

For example, another strand of Foot Locker’s marketing approach leveraging the start of the new 2018/19 NBA season saw it introduce a ‘House of Hoops’ mobile pop-up shop.

‘House Of Hoops’ is a new type of mobile pop-up from Foot Locker and Nike, will appear around the country at key events and during key moments of the basketball season.

The first one was on 18 October in Los Angeles – for LeBron James’ first game with the LA Lakers.

More. We're coming through L.A. Live TODAY 10.18 from 4PM – 11PM!
Heat will be dropping! pic.twitter.com/Oa9nCROJ0U

— Foot Locker (@footlocker) October 18, 2018

It will tour the USA stopping at major basketball events (both pro and college) to offer fans in-person access to exclusive footwear (from the Nike, Jordan and Converse stable), plus to experience a unique ‘makers’ experience.

The brands plan that the ‘HOH Courtside’ model will eventually come to life in physical retail locations as ‘House of Hoops 185.’

“We are excited to partner with Foot Locker on the House of Hoops Courtside experience,” said Brian Zappitello, general manager of Nike Basketball North America.

“House of Hoops has been integral in how we reshape retail for the young basketball-obsessed athletes across North America and continues to make an impact this weekend in Los Angeles.”

Nike itself also launched its very own LeBron LA Laker’s debut campaign called ‘I Believe’ (see case study) and will continue to activate around arguably its biggest athlete endorser through the ‘?’ campaign.

Indeed, interestingly, in a fairly low key way that may eventually lead to a major move, Nike also chose the week of Lebron’s Lakers’ debut to sign up its first ever eSports athlete endorser – League Of Legends player Jian ‘Uzi’ Zihao – to become part of James’ ‘Dribble &’ initiative.

The partnership was initially unveiled on the Nike Basketball Weibo page and included the quote “He also gave Uzi unending motivation. Filming movies, serving as a CEO… Lebron James’ greatness was never limited to a playing court.”

The ad execution posted on Weibo page features Uzi, alongside James and Chinese actor Bai Jingting – all wearing t-shirts bearing the copy ‘Dribble &’, while Uzi’s says ‘Dribble & Carry’(a reference to his position in League).