Foot Locker: Sneakerpedia

Charlie Wells

Campaign details

Brand owner: Foot Locker
Agency: SapientNitro
Brand: Foot Locker
Country: United Kingdom
Industry: Clothing, apparel
Media budget (USD): Up to $500k
Channels used: Internet - microsites, widgets

Executive summary

This case study describes Sneakerpedia, a sneaker archiving project and visual "wiki", designed to connect sneaker fans with the sports shoe retailer Foot Locker's 'enthusiasm beyond reason' for sneakers.

The project was created as a digital resource to allow fans to connect, share, discuss, follow and help shape future sneaker trends. It brings together social media, user-driven content and digital design. As evidence of its success, it cites the enthusiastic coverage and take-up of the site in its early days.

Campaign background