Foot Locker Design & Branding CLASS IS IN SESSION, 2 by SapientNitro Miami

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Industry Shoes
Media Design & Branding
Market United States
Agency SapientNitro Miami
Executive Creative Director Scott Higgins
Copywriter Tim Wasler
Designer John Kunichika, Brien Swann, Dark Igloo, Jelsen Innocent
Released August 2010

Credits & Description

Category: Point of Sale
Advertiser: FOOT LOCKER
Product/Service: FOOT LOCKER
Date of First Appearance: Aug 3 2010
Entrant Company: SAPIENTNITRO, Miami, USA
Chief Creative Officer North America: Kathy Delaney (SapientNitro)
Executive Creative Director: Scott Higgins (SapientNitro)
Strategy: Steve Zaroff (SapientNitro)
Media: Eric Bridge (SapientNitro)
Copywriter: Tim Wasler (SapientNitro)
Design Director: Garland Lyn (SapientNitro)
Designer: John Kunichika (SapientNitro)
Designer: Brien Swann (SapientNitro)
Designer: Jelsen Innocent (SapientNitro)
Designer: Dark Igloo (SapientNitro)
Senior Copywriter: Todd Feitlin (SapientNitro)
Account Director: Mike Reuter (SapientNitro)
Art Buying Director/Creative Manager: Sara Galkin (SapientNitro)
Media placement: Window Presentations And In-Store Signage - Foot Locker Retail Stores - 15 July 2010 - 26 August 2010
Describe the brief from the client
Celebrate the shared passion for sneakers between Foot Locker and their consumers during the Back to School season - while highlighting specific products (running sneakers, black and white colour pairings) in the in-store experience.
Describe the challenges and key objectives
Deliver a campaign under Foot Locker's newly unveiled global positioning, ‘Enthusiasm Beyond Reason for Sneakers’. Illustrate the passion and mindset Foot Locker and our target share.
Describe how you arrived at the final design
By pairing and infusing educational imagery with Foot Locker's wide selection of running, basketball, training and casual footwear, we made Foot Locker an ‘institution of higher learning’ for all those who share a passion for sneakers.
Give some indication of how successful the outcome was in the market
Foot Locker ‘Back To School’ resonated with our customers on several levels. We connected with them emotionally around the excitement of a new school season and new sneakers being a part of that, and then followed through with strong results at the cash register. While we cannot disclose actual figures, Foot Locker's efforts resulted in a significant lift in business that went far beyond the retail industry average that season.