This summer, as the world’s eyes turn to Paris for the Olympics, Foot Locker, the leading retailer in sneakers and urban fashion, is transforming the city with a series of consumer activities and marketing initiatives. Aimed to delight and entertain locals and visitors between events, consumers will be able to engage with a revolutionary AR experience, as well as taking part in meet and greet opportunities with leading talents such as Theodort (@theodortytb), customisation workshops and gamification stations.
Foot Locker has handpicked a selection of talents leading the way in fashion and culture from across Italy and France to star as the faces in their Summer of Sports marketing campaign. Italian streetwear trendsetter, Ghost Rich (ghost_rich2), who is known globally for captivating his followers by skilfully blending new fashion trends with popular sneakers will feature in an eye-catching series of images set to hit Paris this summer across buses, taxis, and metro stations. Alongside him, faces fronting the campaign include up and coming Italian talent, Farid (@ridthesizzler), who is known for his hypebeast style, and French content creator Safya (@blackmaroccan) who has taken the fashion world by storm through her mix of bold colours, edgy silhouettes, and unexpected combinations that challenge traditional style norms.
Against the backdrop of the electrifying Olympics, Foot Locker is set to transform the cityscape of Paris into a pulse-pounding urban adventure through 10 immersive Augmented Reality (AR) experiences across nine stores, along with two city locations that will redefine the intersection of sports, fashion, and technology. Through the innovative use of AR technology, the streets of Paris will come alive, offering a captivating fusion of the physical and digital worlds.
‘The HeARt Experience’ will be revealed on the brand’s landing page prior to the Olympic Games including a countdown and description of the experience guidelines. Upon activation, the landing page will undergo a transformation, presenting a 3D map of Paris seamlessly integrated with maps, directing users to specific locations and stores.
From 26th July, visitors and locals alike will be able to take part in ‘The HeARt Experience’ by scanning QR codes conveniently placed near Foot Locker stores in the city which will unlock a hidden realm of excitement and exclusive offerings. With the interactive map as a guide, participants will embark on a journey to discover these immersive encounters, earning XPoints and exclusive rewards along the way, enabling every visitor to become a part of the Foot Locker community and turning the Olympic downtime into peak excitement.
XPoints are a part of Foot Locker’s free to join revolutionary loyalty programme that enhances the Foot Locker journey for esteemed members. FLX members receive XPoints upon making a purchase online or instore, which can then be redeemed for a wide variety of rewards, including unique products, exciting experiences, sweepstakes entries and gift cards. This July, Foot Locker is proud to introduce FLX cash for customers in France, Germany, Italy, Netherlands and Spain (joining the UK where FLX cash launched in 2023). With FLX cash, loyalty is more rewarding than ever, allowing members to obtain up to 45,000 points and convert them into tangible cash rewards, unlocking a world of possibilities and ensuring that loyalty is always recognized and celebrated.
In order to connect with the local community during the Olympics, Foot Locker will be bringing the magic of sneakers and street culture to life by partnering with key vendors including Jordan, New Balance, Asics, adidas and Nike, to host a series of engaging events in stores across Paris throughout July and August.
The first floor in the Le Marais store will be transformed into a visually captivating, immersive and innovative activation space which pushes the boundaries of retail experiences and engages with the local community. Running for two weeks from 26th July, the store will host a series of events centred around sneaker culture as well as selfie stations, meet and greet opps, DJs, gamification moments, ice cream and coffee stations. YouTuber and artist, Theodort (@theodortytb), will also be taking part in a meet and greet in partnership with adidas on at the Le Marais store on 30th July.
Additionally, Foot Locker is excited to announce an exclusive partnership with Jordan Brand for its District 23 initiative. District 23 is Jordan Brand’s creative concept where they will be celebrating the 18th Arrondissement in Paris with a sports and community hub focused on performance basketball, as well as hosting activity in Foot Locker’s Barbes store. The sports hub will host a clinic to coach young, aspiring players who are looking to level up their game, as well as a 3×3 basketball tournament which forms part of Foot Locker’s Summer Jam program, which is set to hit all key European cities this summer. And from the 11th July – 11th August, the Foot Locker store in Barbes will become the destination for all things Jordan Brand, stocking the latest and greatest in footwear and apparel from the brand.
Tomas Peterson, senior vice president and general manager of Foot Locker, in Europe commented: “In celebration of the Summer of Sports, we’re proud to be leading the way in creating extraordinary experiences for customers and visitors to Paris through the likes of our immersive AR experience. The XPoints up for grabs through the virtual experience mean that our customers can save big on top brands like adidas, Nike, Salomon, and Converse both in-store and online. Additionally, we’re excited to exclusively partner with Jordan for a series of basketball focused events as part of their District 23 Initiative, as well as unveiling a series of activations across our key stores in Paris, which we hope will offer a memorable experience for sneaker lovers visiting the Olympic host city this summer.”
Store locations with activations :
· Le Marais experience: 66 rue de Rivoli, 75004 Paris
· Barbes D23 experience with Jordan: 124 bd de la Chapelle, 75018 Paris
Paris
· 4-6 Rue Pierre Lescot, 75001
· 12 Rue du Faubourg Saint-Antoine, 75012
· 45 Rue de Rivoli, 75001
· Westfield Les 4 Temps, 92092 Puteaux
· 36 Av. des Champs-Elysées, 75008
· Commercial Center Beaugrenelle, 75015
Other stores
· 31 rue Saint-Ferreol, 13001 Marseille
· Westfield La Part-Dieu, 69003 Lyon
· 7 Pl. du Général de Gaulle, 59800 Lille
D23 Locations:
· Skate Park Léon Cladel, 75018
· Gymnase Wilma Rudolph, 6 rue Madeleine Réberioux, 75018 Paris
· Place Cheikha Remitti, 3 Rue Polonceau, 75018 Paris
