Foot Locker is dialing up its long-form digital content as part of its new brand platform, “It Always Will Be Foot Locker.”On Aug. 7, Foot Locker debuted a new film, narrated by Method Man, to stress its standing in sneaker and basketball culture over the last 52 years. The two-minute video chronicles major moments in sneaker and pop culture history — such as the debut of the red-and-black Air Jordan 1 — and sprinkles in archival footage and commercials. The campaign will extend into other channels, including broadcast, social media, digital, out-of-home and in-store.
Long-form content is something Foot Locker is “looking to do more of,” said Brett O’Brien, the company’s chief marketing officer. “We haven’t done a lot recently,” he told Modern Retail. However, by rolling out a longer spot at the start of its new campaign, Foot Locker can “talk directly to our consumers that are such sneaker enthusiasts,” O’Brien said.
“That’s why we launched this long-form,” he said. “[We wanted to] celebrate the history of Foot Locker within sneaker culture, but speak directly to … fans who are in that sneaker game and would automatically get it and register it and say, ‘Oh, that’s awesome.’ Then, we’ll start to transition into some shorter [content] and gain more eyeballs.”
