Usually, Foot Locker enlists the help of some of the world's biggest names in sports and entertainment to promote the Week of Greatness. So the creative idea was to use those influential people to encourage sneakerheads to give shoes away, instead of buy them.

Implementation of the PR

For the sneaker influencers, Foot Locker usually sends them exclusive sneakers being featured during the Week of Greatness for them to unbox and review, but this year, we sent them an empty box that we custom designed so that they could donate a pair from their collection to Puerto Rico.

Timeline

We accomplished everything in the week leading up to the Week of Greatness. Several production teams simultaneously filmed celebrity and athlete donation videos all over America. At the same time, sneakerhead influencers were receiving their custom-made donation boxes and filming donation videos.

Scale

Foot Locker had never undertaken a project of this scale and magnitude. Roving production teams filmed numerous donation videos all over America, while influencers everywhere filmed their own donation videos. We custom made donation boxes and placed them in every Foot Locker retail location in America.

At the end of the Week of Greatness, we had donated over 5,000 pairs of shoes, got over 400 million media impressions, received over 4 million video views, helped the people of Puerto Rico and showed that everyone can make a difference, even sneakerheads.