Clever Creative: It's a Shoe-win

Have you ever found yourself trying to choose which pair of shoes to purchase and wishing you had a second opinion? Well, Foot Locker’s newest campaign has the perfect solution. The company asked themselves one important question that every business should ask: “What will make consumers want to come into our store versus our competitor’s?” This ultimately led to the revamping of Foot Locker stores nationwide and the launch of a campaign to promote this change. Let’s just say this new take on shopping for sneakers is a shoe-win:

Why our GEMites liked this Clever Creative:

Foot Locker will be starting the new year off on the right foot with this campaign (sorry, we had to). The store revamp is an innovation in the shoe industry. There is no other company that is creating a shoe-shopping experience like this, and it will definitely get people to visit their sneaker store over their competitor’s.

The company took the plain, and sometimes dull, audio tour and turned it into a new way to shop, which is why we love the campaign so much. Also, instead of Foot Locker having their employees sell the shoe to the consumer, the audio tour is doing that with the help of a few celebrities. Want to know which shoe would be best for playing basketball? Who better to tell you than NBA All-Star Kevin Durant? With the audio tour, each shoe has an athlete, designer, shoe expert or collector telling you about the shoe and its major selling points.

Foot Locker’s sneaker audio tour isn’t just a selling tool, it is also a new manner of educating the consumer. Previously, if you saw a shoe you liked in the store, you would go on your phone and Google it to find reviews and more information on it. However, with this technology, that’s unnecessary. Just get the app, put your headphones on, and listen.

Why our fellow creatives should like this:

Over the past few years, brick and mortar stores have been experiencing a decrease in foot traffic because of the surge in online stores and shopping. Seeing this, Foot Locker decided to do something about it. We think our fellow creatives should like this campaign because by remodeling their stores into these interactive galleries, Food Locker is changing the consumer’s experience of shopping at their brick and mortar stores. Also, these shoe “galleries” offer a fun and interactive experience that could lead to higher sales. If a person is interested in learning about every shoe, they are spending far more time in the store than a consumer traditionally would, which will no doubt lead to a sale.

We believe you should also like this creative because Foot Locker wanted to create an experience unlike any other. When it comes to sneakers, there are people who buy them for necessity and others who buy them to collect them. By turning their stores into basically an art gallery for sneakers, they will be appealing to those collectors that already see sneakers as a work of art. The ability to have an audio tour of each sneaker’s features is just an additive to the user’s experiencing the gallery.

The innovative use of audio tours to create a unique user experience will keep Foot Locker’s competitors on their toes. The company’s newest creative also brings in many levels, details and mediums to create an entirely new way to shop. Needless to say, this creative was definitely a shoe-win for Foot Locker.

Let us know what you think, and look out for next week’s installment of Clever Creatives!

If you’re looking for some clever creative of your own, feel free to contact us.

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• Creativity
• Art
• Clever Creative
• Advertising
• Foot Locker
• Shoes
• Sneakers