Starting July 26, Foot Locker will offer Parisians immersive experiences combining sport, fashion and augmented reality at around ten points of sale.
Only a few days left before the kick-off of the biggest competition on French territory. For the occasion, the sports brand Foot Locker will launch, at the start of the competition, the “HeART Experience”: a series of immersive activations installed in nine stores as well as two urban sites in Paris.
This augmented reality experience – which will be revealed on the company’s website ahead of the competition – will give “life in the streets of Paris in a new light” and will plunge the “sneaker enthusiasts and other visitors discover the host city of the Games”as the brand explains in a press release.
Starting July 26, passersby will be able to participate in the “HeART Experience” by scanning QR codes placed near Foot Locker points of sale. A 3D map of the capital will allow them to locate the different locations in the stores concerned. Throughout the activation, each participant will accumulate XPoints. These can be exchanged for a wide variety of prizes (exclusive products, premium experience, draws, etc.). “To celebrate this sporting summer, we are proud to lead the way in creating extraordinary experiences for customers and visitors to Paris through our immersive augmented reality platform.”said Thomas Peterson, general manager of Foot Locker in Europe, in the same press release.
Read also: Krispy Kreme, Aldi, Mondial Relay… The 10 marketing ideas of the week (July 8 to 12)
A multi-brand collaboration for the summer
Numerous other activations, designed in collaboration with the brands Jordan, New Balance, Asics, Adidas and Nike, will also be organized throughout the competition. The first floor of the Foot Locker store in the Marais (Paris 4e) will be transformed into “a visually captivating, immersive and innovative space”. This will offer several activities centered on sneaker culture: selfie terminal, meeting place with artists, games or even food court… The YouTuber and artist Theodort will also participate in an event in partnership with Adidas on July 30.
The Chatelet Les Halles store will host an Adidas flower delivery service for two consecutive weekends, July 27 and 28, and August 3 and 4. With each purchase of the Adidas SL72 model, customers will have the option of keeping a bouquet of flowers, or having it delivered by hand to the person of their choice in Paris. In addition, they will be able to participate in a draw to try to win a personalized electric bike in the colors of Foot Locker and Adidas.
On August 3 and 4, at the Champs Elysées store, Nike will offer personalized shoe labels for each pair of Nike Air Max Dn purchased. Customers will also have the opportunity to personalize their sneakers by creating custom labels adorned with quotes and messages of their choice. During the same weekend, Foot Locker and Nike will appear in a still-secret Parisian neighborhood and will offer the public the chance to discover the new Dn pair from the brand with the comma through discussions and tastings of street food dishes.
Source: www.e-marketing.fr
