Foot Locker Europe launched its new Summer 23 Collection campaign, called ‘Bring The Heat’, which suggests a ‘Summer Refresh’ for the sports shoe retailer’s biggest launch of the summer season and seeks to inspire and unite the continent’s creative young community connected through sneaker culture with the aim of unlocking their ‘inner sneakerhead’ and express their personal style through fashion as self-expression.
Through this campaign Foot Locker aims to inspire and enable youngsters to explore and embrace their personal style, express their inner voice and uniqueness.
The initiative, developed in harness with agency M&C Saatchi Talk and rolling out from 20 May, sees Foot Locker expand its to support of the youth creative community through fresh tools, platforms and both physical and digital products which includes a collaboration with singer/songwriter Abisha, the launch of its first NFT and Virtual Stripes as a reward for FLX members.
The creative executions and posts urge viewers to ‘Discover the Summer23 collection online and in store and become part of the ‘Bring The Heat’ campaign’.
The collaboration with Abisha, a rising young musician and LGBTQ+ advocate from London sees her front creative executions in the Summer 23 campaign which spans Foot Locker’s social, ecommerce, in-store displays and on the official Foot Locker UK IG account.
Abisha – who’s influences span a diverse range of music style from pop and R&B, to sould and hip hop and who’s lyrics touch on themes of self-discovery – was chosen to front the brand’s initiatives as Foot Locker’s marketers felt that she ‘expresses the spirit of the Summer 23 campaign through her persona, music, and great style, and has no fear of being who she is’.
The campaign and linked promotion offers FLX members double XPoints on purchases from items related to the Summer 23. XPoints also enable members to enter the brand’s sweepstakes and/or to use their points for other rewards and activities and benefit from exclusive access to Foot Locker’s new Digital NFT Collection and redeem a ‘Virtual Stripes Box’.
The colourful ‘Summer 23 Collection’ includes multiple full looks from Foot Locker’s own brands like Cozi and LCKR, plus the futuristic Adidas Adilette, the energised Puma Slipstream, the timeless Converse and the colourful Crocs Echo.
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Ashiba previously featured in the sports shoe retailer’s 2020 ‘Shoes Don’t Change The World’ campaign.
This campaign follows in the footsteps of previous youth-focused, Foot Locker initiatives championing self-expression such as 2021’s ‘Gen Z Celebrates’ and ‘Back To School’, plus ‘Wear More Art’.
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