Name and launch a range of new shoes with bespoke content captured across multiple global locations to create hyper-targeted social and in-store campaigns based around the location drops.

This included establishing a name for the product (NMD Printed Series) and capturing the uniqueness of Printed BOOST technology through storytelling related to each campaign city.

For us, the cities were the canvas on which to create our story. Each campaign drew parallels with the creators that inhabit these areas, from those exploring their creativity all around, to those using their creativity to shape their city.

Key visuals were captured on location, alongside dynamic motion content for the hype, tease and launch phases of the campaign. The graphic treatment created a confident visual identity for the campaign that stood out from the crowd in a saturated sneaker market.

Activations like NMD_NYC’s “Print The City”, which saw Foot Locker’s social team being taken on a tour of NYC in branded pedicabs to discover guerilla campaign projections, helped generate organic social content and future hype.