All of the sneakers in Foot Locker stores are curated, meaning only the best of the best get to make it on the wall. To tell this story in-store and deliver a differentiating experience to its customers, Foot Locker launched “audio tours” in over 300 of its stores, allowing customers to hear stories behind the shoes, right from their mobile devices. The stories were told by the most influential figures in sneaker culture, from designers, to journalists to athletes, to talk about the cultural significance, or inspiration or technology, in each shoe.

In over 300 stores, Foot Locker created an audio tour experience for nearly a dozen of its most popular shoes, including brands like Nike, Adidas, Puma and Timberland. Knowing that our audience is always walking around with their mobile device and a pair of headphones, we tailored the experience to be as simple as possible. When sneaker shoppers walk into Foot Locker, in-store beacons prompt a notification on their phones, urging them to take the tour. Then users simply input codes found next to shoes into their mobile device to hear stories about the sneaker, as told by legendary designers, popular journalists and star athletes—making every shoe bought at Foot Locker more meaningful.

At launch, the Foot Locker app began trending in the app store—leading to a 105% increase in downloads.