Foot Locker Launches Digital Campaign Targeted to ‘Sneakerheads’

Last month, Foot Locker announced the launch of its “We Live Sneakers” digital campaign, celebrating the launch of the athletic brand's exclusive “Evolution of the Swoosh” footwear and apparel collection. Foot Locker and Nike have been at the forefront of the growth of sneaker culture, enabling self-expression and a sense of belonging from youth to adulthood.

In an exclusive interview with Total Retail, Patrick Walsh, vice president of marketing, North America, Foot Locker, offers insights into the We Live Sneakers campaign, including how it's catered to a valuable demographic that the retailer has targeted: "sneakerheads."

Patrick Walsh, Vice President of Marketing, North America, Foot Locker

Total Retail: Why has Foot Locker partnered with Nike to create the We Live Sneakers campaign?
Patrick Walsh: The “Evolution of the Swoosh” collection and “We Live Sneakers” campaign celebrates the storied history of the Nike swoosh and the ways in which it’s embraced by sneaker culture. We want to authentically connect with those who have made Foot Locker a part of their sneaker-obsessed journey. “We Live Sneakers” is a glimpse at what it means to be a sneakerhead, and the ways in which it impacts the most meaningful moments of everyday life.

TR: What are the different channels that Foot Locker will be using to market the campaign, and how do they integrate with the company's stores?
PW: “We Live Sneakers” is a digitally-led campaign, so we rolled out all the content online and on our social platforms. While we know our consumer values the experience of shopping in-store, we also understand the convenience of online shopping. We're definitely making our digital presence a priority in an effort to raise awareness around the “Evolution of the Swoosh” collection and the “We Live Sneakers” digital campaign.

TR: How is the Evolution of the Swoosh collection catering to "sneakerheads"?
PW: We believe that the “We Live Sneakers” campaign speaks to sneakerheads of all ages and highlights the pinnacle moments throughout a person’s life that are centered around sneakers. There’s an element of nostalgia for the sneaker enthusiasts who remember Carolyn Davidson’s original “Script Swoosh” or the “Sunburst” pinwheel. However, this collection is truly for those who live and breathe sneakers today.

TR: What is Foot Locker doing to identify, target, acquire and retain sneakerheads, an increasingly valuable customer demographic?
PW: We've recently developed our new mantra, Because Sneakers, which is about unifying the sneaker community and celebrating the diversity amongst all of its members. We've connected all of our recent campaigns to Because Sneakers and celebrated the many ways that sneaker culture is unique. Sneakerheads are also very well-informed consumers and have a variety of interests, including art, music, photography, sports, etc. Sneakerheads are an eccentric group in the best of ways. Foot Locker strives to be that intersection between sneakers and all of their other passion points, as well as serve and empower sneaker culture and all of its members.

TR: What are the metrics that Foot Locker will be evaluating to measure the impact the We Live Sneakers campaign had on the company?
PW: Impact can be measured in a variety of ways — some more tangible than others. While we obviously would love for the “We Live Sneakers” spot to encourage consumers to check out the Nike “Evolution of the Swoosh” collection, there’s something to be said about how people are talking about the campaign. Are consumers appreciating the thought and creativity we put into the campaign and collection? Is the social content generating high engagement? If the answer to these questions is yes, it’s safe to say the campaign is making a positive impact on sneaker culture.

TR: Will partnering with brands such as Nike for marketing campaigns, exclusive product collections, etc., be an increased focus area for Foot Locker? If so, why?
PW: We value the partnership with Nike and the other brands we work with, and are always open to collaborating if there’s a unique and important story to tell. We look forward to partnering with our vendors and bringing authentic campaigns around sneaker culture to the forefront for consumers.