Summer is known for juicy produce like tomatoes, corn and strawberries—now, a new campaign from Foot Locker aims to add sneakers to that list. The retailer is giving new meaning to “fresh kicks” with “It’s Sneaker Season,” its new back-to-school campaign. The work is Foot Locker’s first push from Preacher after naming the Austin, Texas-based shop its creative agency of record in March.
Marketing News & Strategy
See Foot Locker’s first campaign from Preacher
Retailer began working with the agency in March
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Foot Locker treats shoes like produce.
Credit:
Foot Locker
In the series of spots, Foot Locker employees showcase the freshness of their shoes to prospective customers. At the store, sneakers can be plucked from trees or harvested from the ground. The campaign, which features brands such as Hoka, Nike and New Balance, includes four 15-second commercials that will also air in six-second formats on national and connected TV. The campaign will also include social content on TikTok and Meta.
It may only be early July, but back-to-school season is already underway for retailers hoping to attract wallet-conscious shoppers early during a challenging economy. Amazon will host its annual Prime Day shopping event next week, as other retailers such as Target and Walmart host their own competing sales events. A recent survey from KPMG reported by Chain Store Age found that 62% of consumers will begin back-to-school shopping prior to Aug. 1, compared to just 53% last year. In addition, more than 60% of shoppers are concerned with inflation and 70% are seeking out early discounts.
Along with Foot Locker on Wednesday, backpack seller State Bags released its back-to-school collection by emailing customers.
In the first quarter of this year, Foot Locker reported a sales decline of 11% to $1.9 billion as it battles a tough economy. Net income was $36 million, compared to $133 million in the year-earlier period.
The chain has a new top marketer in Frank Bracken, who was promoted to executive VP and chief commercial officer, in charge of marketing, in December from chief operating officer. Preacher was awarded the AOR designation following a review that included VaynerMedia, Goodby Silverstein & Partners, Fig and Droga5. Foot Locker had recently worked with 72andSunny. A new marketing platform from Preacher is due out later this year in time for the crucial holiday selling season.
