To create a unique basketball themed experience around the exclusive press launch of Foot Locker’s ‘Approved Heat’ campaign and also to build upon Foot Lockers’ NBA sponsorship.
Alongside lead agency, Pitch, Ear to the Ground worked on a unique activation for Foot Locker which was timed to coincide with the arrival of the NBA in the UK as the New York Knicks and the Detroit Pistons were set to compete at London’s O2 arena as part of the NBA season.
The activation was based around an exclusive press visit by 20 of Europe’s leading trainer and sports apparel journalists and formed an integral part of the comms strategy around Foot Locker’s ‘Approved Heat’ campaign, where 70 new trainers from the collection were released between the 2nd February and 5th March 2013.
Our vision was to bring the world of an NBA basketball player to the heart of the activity. We did this by transforming the O2 green room into a Foot Locker branded basketball locker room, complete with name printed vests and kits for each journalist and all the essential equipment a basketball player needs to prepare for the game.
Journalists were invited to get hands on with the new product range where they could touch and feel the latest designs with their fellow peers. The session also included a series of talks from Foot Locker representatives as well as a guest speech from sneaker connoisseur and online blogger, Kish Kash.
Following the talks, journalists were then split into two teams to participate in their own game of basketball on the O2 court, just hours before the NBA game tipped off. Each journalist was presented with their own Foot Locker kit and a pair of exclusive new trainers from the ‘Approved Heat’ range. They received coaching before and during the game from NBA coaches and battled it out over four 12 minute quarters. Following the game, the journalists were invited back into the Foot Locker room to hear talks and a Q&A session with NBA coaches.
Activities continued into the evening around the build-up to the NBA clash between New York Knicks and the Detroit Pistons. We continued the theme by transforming a private room at Alphabet City into a Foot Locker branded locker room which welcomed 100 specially invited journalists, VIPs and industry professionals. The room was used before and after the game; giving guests a taste of basketball life and a unique Foot Locker experience which will help develop their latest sponsorship with the NBA.
The Approved Heat press launch attracted 20 of Europe’s most influential trainer and sports apparel journalists and bloggers who experienced an immersive activation which brought basketball right to the core of the activity.
The impact of the activation strengthened Foot Locker’s position as one of the leading sports trainer retailers amongst the press and bloggers who attended.