Foot Locker Design & Branding SNEAKERPEDIA by SapientNitro London

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Industry Shoes
Media Design & Branding
Market United Kingdom
Agency SapientNitro London
Chief Creative Officer Malcolm Poynton
Associate Creative Director Jyotish Nair
Released November 2010

Credits & Description

Category: Online Digital Design
Advertiser: FOOT LOCKER
Product/Service: FOOT LOCKER
Date of First Appearance: Nov 10 2010
Entry URL:
Chief Creative Officer/Concept: Malcolm Poynton (SapientNitro London)
Associate Creative Director/Interactive Design: Jyotish Nair (SapientNitro London)
Interactive Designer: Robbie Davies (SapientNitro London)
Interactive Designer: Andy Hajitheodoulou (SapientNitro London)
Creative Technology: Cat Le-Huy (SapientNitro London)
Group Account Director: James Graham (SapientNitro London)
Account Director: Kate Eltringham (SapientNitro London)
Programme Manager: Helen Curtis-Jenkins (SapientNitro London)
Project Manager: David Mercado (SapientNitro London)
Media placement: Website - Global - November 2010
Describe the brief from the client
Develop a design solution providing a world-class web user experience from a diverse and passionate ‘User Generated Content’ base.
Describe the challenges and key objectives
Being the first ever visual wiki, it was imperative the design enabled for simplicity and ease of content contribution and delivered clear organization of content added.
Describe how you arrived at the final design
The core of the design solution revolves around the unique ‘sneaker in a box’ format, key to transforming ordinarily sub optimal UGC site experience into an iconic design and user experience.
From there we designed an experience offering layers of detail and functionality in a deceptively clear and effortless fashion. From powerful navigation, search and browse functions to article pages featuring detailed stories, tagging, cameo images, ‘own’ and ‘love’ status and related sneakers, other owners, edit functions and article creator’s crate. Not to mention endless scroll, ‘most owned’, ‘most loved’ and ‘most recent’ features too.
Give some indication of how successful the outcome was in the market
The 350 member Beta Club has uploaded over thousands of sneakers to date, including some of the most sought after sneakers in the world. The site itself has also generated over 6.3m online impressions to date.