On the heels of last month’s “Week of Greatness” campaign, BBDO New York launched an interesting new in-store activation for Foot Locker, redesigning 300 of its stores to resemble sneaker museums, complete with audio tours given by NBA stars, other celebrities and designers.
Visitors to one of these stores will be met with carefully curated footwear displays, each accompanied by a code. When entered into a mobile device, the code triggers an “audio tour” from an athlete or other celebrity.
Additionally, “many stores have beacons that work with the Foot Locker app,” BBDO executive creative director Chris Beresford-Hill explained to AdFreak. “If you walk into one of those, you are triggered with a [push notification] message asking if you want to take the Audio Tour. You can listen in any order, or check out only the shoes you like.”
While it’s an interesting concept, it’s hard to say much about the execution. (We haven’t stepped inside one of the stores.) If the audio tour snippets in the video above are an accurate indication (Walt “Clyde” Frazier‘s misuse of the word “ironically,” Kevin Durant‘s obvious “insight” that he “wants a shoe that will fit me on the court”), there’s some room for improvement.
Thankfully, the format allows for expansion and reinvention.
“Just like a museum, exhibitions can go up and come down as more brands get involved,” Beresford-Hill added.