Foot Locker – Summer of Sport
With the world’s eyes on Paris, Foot Locker needed more than a moment, they needed a movement.
Amid the Olympic buzz, our brief was clear: elevate Foot Locker’s cultural relevance and make the brand unmissable during the games.
The team over at IPOS CR8TIVE delivered a full-scale, cross-platform takeover, spanning digital, social and in-store experiences.
From AR experiences and cinematic storytelling to mutli-store domination, we built a campaign that lived everywhere the sneakerhead audience did.
IPOS led the retail strategy, creative direction, launch narrative, 3D animation and end-to-end production; including boots-on-the-ground delivery across key retail sites.
The challenge
Standing out in a city heaving with Olympic campaigns. We partnered closely with Foot Locker’s internal team to pinpoint high-footfall stores and crafted activations that blurred the lines between physical and digital, store wraps, AR moments, CGI magic and beyond.
The creative team developed a story that drew parallels between the emotional high-stakes of elite athletes and the raw energy of OG sneaker culture. Think: anticipation, passion, excitement, joy and most importantly, community.
The job after that? Turn this narrative into something you could see, feel and share.
The activation
At the heart of it all? A full store takeover of Foot Locker’s flagship building in Le Marais. As IPOS considered the customer journey, a plan was crafted to navigate shoppers from passers-by to brand participants and finally potential purchasers. The customer flow map was designed to take people entering the store through a variety of zones of visual spectacles and experiences.
Once in the store, a “tunnel-vision” walkway greeted shoppers, echoing the atmosphere of an athlete’s walk to the arena. Each section of the store became its own immersive zone—weekly activations, third-party takeovers and interactive brand play kept visitors moving, engaging and coming back.
At the finish line? A giant, custom-built shoebox reimagined as a chill-out and recovery zone. Complete with infinity mirrors, social gameplay, refreshments and an ambient soundscape. This was no longer just a store. It was a sneaker sanctuary.
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