THE BRIEF
How do you convince sneaker heads that Footlocker House of Hoops is a player in the sneaker world?
THE IDEA
THE 8
8 days. 8 drops. 8 creators.
To prove Footlocker House of Hoops is bringing the most exclusive drops to Toronto we put them in the hands of some of the most influential sports and style bloggers in the six. Influencers played a major role in cementing the hype around these kicks by dropping them on their own social channels for the first 8 days of the HOH store opening.
We designed 8 sets of teaser / reveal images inspired by the unique style of each set of kicks. We dropped them each day as in-store posters, on the website and on creator social channels. This allowed the influencers to make the drop experience their own and provide deeper storytelling around the shoes.
We challenged sneaker heads to prove they had the game to be part of the The 8. We asked them to submit Instagram and X pics of their sneaker collections. Everyday a new person was crowned and rewarded with their reserved shoe size and a pass to jump the line at the store opening. To heighten the experience LeBron James made an unannounced appearance at the store launch sending the masses into a frenzy.
How do you convince sneaker heads that Footlocker House of Hoops is a player in the sneaker world?
THE IDEA
THE 8
8 days. 8 drops. 8 creators.
To prove Footlocker House of Hoops is bringing the most exclusive drops to Toronto we put them in the hands of some of the most influential sports and style bloggers in the six. Influencers played a major role in cementing the hype around these kicks by dropping them on their own social channels for the first 8 days of the HOH store opening.
We designed 8 sets of teaser / reveal images inspired by the unique style of each set of kicks. We dropped them each day as in-store posters, on the website and on creator social channels. This allowed the influencers to make the drop experience their own and provide deeper storytelling around the shoes.
We challenged sneaker heads to prove they had the game to be part of the The 8. We asked them to submit Instagram and X pics of their sneaker collections. Everyday a new person was crowned and rewarded with their reserved shoe size and a pass to jump the line at the store opening. To heighten the experience LeBron James made an unannounced appearance at the store launch sending the masses into a frenzy.
Day eight poster
Day eight - ecosystem
store branding - We designed unique creative for each set of exclusive Ltd. edition kicks. Each day, for eight days, a hero shoe was revealed and featured in the HOH store front display.
8 sets of Wild postings for each drop.
LeBron in the flesh DROPPING HIS LTD. edition KICKS @ HOH
Day one - ecosystem
Day three - ecosystem
Day four - influencer drop
Social - Die-hard fans posted creative pics of their sneaker collections. We picked the best and a lucky few were allowed to bypass the line to have their shoe sized reserved for the grand opening.
opening day.
