Sneakeasy
Footwear Industry
Foot Locker and Nike
2017
New York City, NY, and Boston, MA, USA
Opportunity
Foot Locker wanted to capitalize on the opportunity of increasing their “presence within core sneaker culture.”1 They wanted to go above and beyond what their competitors were doing and focus on innovation through partnerships, exclusive opportunities, and experience design.
Solution
In order to increase desirability and create something outstanding, Foot Locker decided to reimagine the entire sneaker buying journey. This meant, “considering the lineup, physical environment, product delivery, digital integration, and check-out experiences.”1 This Sneakeasy was a futuristic, unassuming space with a circular form reinvented the customer journey map. It had the back of the house on the outer rim of the circle, doing away with the conventional stockroom, and the retail floor allowed for one-on-one interaction and one-of-a-kind product delivery. This activation was driven by FOMO for early releases of Nike, Jordan, and Converse heat products as there was a countdown of the quantity in the center.
Activation Breakdown
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A custom-built freestanding activation structure placed into an existing space in the two cities.
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Sneakeasy gold shoeboxes
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32 frame animation sequence in the center of the space.
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Custom system counting down quantities to fuel the fear of missing out.
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Collaborations with Nike, Jordan, and Converse to get early-release shoes.
Results
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Sold out products.
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Consistent lines around the store.
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Increased earned media and headlines across major sneaker publications.
Takeaway
This activation really took the bull by the horns in terms of trying to appear more desirable and establish a larger presence in the sneaker community. They created a secret, extremely special, and innovative experience with products that were rare and limited. This activation offered something no one else was offering and products no one else had. It transformed the entire retail experience which helped to create an incredible activation.
In Action
1 Sneakeasy Pop-Up. (n.d.) Hovercraft. https://www.hovercraftstudio.com/sneakeasy-by-footlocker