Branded entertainment is still emerging in Australasia, therefore it was a bold move for a retailer to create a brand platform, where artists could express themselves and create content for all sneaker lovers to appreciate and share. As we created our own platform, there were no regulations imposed.

It trumped Australia’s most prestigious art prize by $1, turned the art world on its head and put Foot Locker at the heart of sneaker culture.With a top prize of $50,001 and a finalist exhibition in the home of the prestigious Archibald Prize, we elevated sneaker art to fine art and gave people a new platform for self-expression.

As a 'colouring-in' competition based on sneaker templates, it was a life-changing prize that anyone could enter. This resulted in the largest, most diverse sneaker art collection which was viewable online for all sneaker lovers to see and share.

The results:-6,177 individual pieces of art created.-Foot Locker stores converted into mini galleries to showcase the finalists.-420 hours spent by the winner on his piece.-A one-off pair of Air Force 1 sneakers (based on the winning artwork) featured on Sneakerpedia.-Average of 56 pages and 4.5 minutes on each site visit.-Facebook fans and Twitter followers doubled.-International PR reach of over 348m people (launched in Australia and New Zealand).Please note: Campaign elements and a selection of the 6,177 artworks can be viewed at http://ourawardentry.com.au/footlocker_artprize/