Pairing street cred with feet cred

Footlocker

Foot Locker

Brand Promotion

Experiential Execution

Retail

Making Melbourne into Australia's sneaker central

We were hit up to lock down the launch of the global streetwear giant’s first Australian Power Store in Melbourne, highlighting Foot Locker as the home of the freshest kicks and gear to a squad of industry heavyweights and high-quality influencers.

We swapped canapé snooting and Champagne fluting for something overflowing with more flavour and authenticity: a celebration of street culture beyond the court, laced with a lot of OG-ness and a little genius.

Results

180

180 industry heavyweights and quality influencers in attendance at VIP launch event

65+

editorial clips including national TV

620K

impressions from media coverage

100s

of die-hard fans queuing overnight

Delve deeper into the strategy behind this work

See under the bonnet

Campaign Highlights

Aruga Website_Images_Footlocker — Making media moments with Channel Nine and Foot Locker's First Australian Power Store.

Footlocker_3 — Why have only a social snapper to capture memories when you can have illustrator Sean Morris drawing the event live?

Footlocker_4 — The volume was turned up on Foot Locker's commitment to youth culture via Triple J Unearthed rising star Boler Mani.

Winning Tactics

A launch day eve preview event for industry stakeholders and influencer VIPs to generate talkability ahead of opening.

Surprise and delights for guests including Triple J Unearthed star Boler Mani, influencer illustrator Sean Morris and Trophy Wife Nail Art.

Connecting with sneakerheads pre-launch via pop culture news outlets to ensure a line-around-the-block on opening day.