The classic challenge, "make our brand relevant and fresh but we have no money to really change the stores or anything".

We had to make Foot Locker appeal to a younger audience and sneaker heads. We created a series of ads that spoke directly to these connoisseurs and was more street and less celeb than Foot Locker has been in the past. 

Revamping the stores was out, so we decided to bring limited edition shoes to the streets in cargo container pop-up shops. Art and music are both part of the sneaker culture so a streaming music app which is powered by Pandora allows you to listen to music playlists based on your favorite sneaker.