How do we engage 18-24 year old consumers across Europe?

FootLocker Europe approached Wolf to create a brand campaign to engage their 18-24 year old European consumer to keep FootLocker as the ‘ultimate sneaker destination’.

Activation

Our insights identified music as a major passion point to the European wide target audience.
We created the Sneaker Mix Tour, featuring DJ dance group Modestep, where we put on a 5-city European live music event in Paris, Milan, Berlin, London and Madrid. Exclusive behind the scenes footage was posted on Foot Locker social channels via weekly webisodes, along with regular interviews, postings and competitions to win VIP experiences and a recording session with the band.

The campaign reached over 7 million 18-24 years old and Foot Locker grew social followers by 120,000, with 1.5m YouTube views of campaign video content.