ABOUT

The Challenge

Although built on running technology, position adidas’ Ultraboost 19 shoe with maximum lifestyle appeal – without undermining its technical benefits. And ensure Foot Locker Europe is the destination to purchase them.

Making It Happen

Foot Locker’s younger demographic are averse to being sold to, so we created engaging experiences that ensured the brand and product messaging was relevant to the consumer: heroing that feeling of when the shoe first strikes the ground.

An integrated campaign, activated across three-phases, saw all digital and social direct consumers to Foot Locker’s Ultraboost 19 landing page where innovative digital gamification mimicked the product’s key benefits, unlocking more information in an exciting and engaging way.

Online content was brought to life with unique cel animation motion content, while key stores installed a carnival-type hammer game activation with chances to win prizes.

Results

245,000 website views in the first week

117,000 total unique page views

62,000,000 social impressions

1,282 instore interactions

“Site of the Day” – Awwwards

“Best Innovation”, “Best UI” and “Best UX” – CSS Design Awards