FOOT LOCKER: WEEK OF GREATNESS
An event that showcased sneakers as cultural currency.
Week of Greatness is a busy calendar of Foot Locker events. We had to make one signature moment inside it that stood apart, bringing sneaker fandom and sports fandom together into a genuine cultural happening.
ROLE
ECD partnered with Jenna Marrone (EVP Events/Experiences), and Gabe Banner (SVP Brand Experience) had creative oversight and a say in how the work was executed
CLIENT
Foot Locker
AGENCY: UEG
SCOPE: Experiential activation, event build.
THE CHALLENGE
Week of Greatness is a busy calendar of Foot Locker events. We had to make one signature moment inside it that stood apart, bringing sneaker fandom and sports fandom together into a genuine cultural happening.
WHERE I CAME IN
Sneakers aren't just the product. They're cultural currency where sports, fashion, music and art collide, so we built the event to sit in that intersection. We took a gym on the Lower East Side and turned it into a showroom and a stage. Exclusive product drops, art, film and music, interactive displays, and an appearance by Carmelo Anthony. We kept it closed, curated for influencers, celebrities, media and sneakerheads rather than open to a general audience.
