During the holiday season, this category is cluttered by the U.S apparel industry. Bigger brands try to out-buy smaller brands, like Footaction, in order to engage shoppers in their content. But most of that content misses a key point; the young, style conscious customers find their style inspiration in neither retail catalogues nor in expensive TV ads

Every item featured in the music videos were able to be purchased on Footaction’s YouTube channel. The target discovered the videos on their favorite style -and music blogs and quickly helped spread the word online. Traditional in-store media spaces were turned in to band promotions throughout Footaction’s 300 U.S stores and helped drive even more traffic to the videos. All the different media executions worked together to make 2ME and their mission famous among the young and stylish in America.

2ME created over 4 million media impressions online and increased Footaction’s Facebook following by 72%. The seasonal sales were up 14%. But most importantly, returns were down 60%, proving the band’s lyrical notion -it’s best to give, to yourself.