More than 300 Foot Locker locations across the country are implementing sneaker "Audio Tours," a campaign developed by BBDO New York which will allow consumers to learn about the kicks they're thinking about buying, as told by someone like Kevin Durant himself.
Consumers will see special codes next to the sneakers which they can punch into their Foot Locker app to learn about the kicks as told by athletes, designers, journalists and celebrities.
Each of the stores have been remodelled to resemble high-end galleries or museums, adding to the unique sneaker shopping experience.
"Signage points shoppers to a mobile URL, and "many stores have beacons that work with the Foot Locker app," BBDO executive creative director Chris Beresford-Hill tells AdFreak. "If you walk into one of those, you are triggered with a [push notification] message asking if you want to take the Audio Tour. You can listen in any order, or check out only the shoes you like.""
"It targets "guys 16-24 who are always on their smartphones, always have headphones on their ears or around their neck, and have an appetite for knowledge about the kicks they buy," says BBDO's Dan Lucey, also an executive creative director."
Nike is one of the major brands taking part in this initiative thus far, as well as Adidas, PUMA and Timberland. Some of the voices that you can expect to hear on your tour are sneaker connoisseurs like Russ Bengston, Jacques Slade, Lance Fresh and Bobito Garcia, as well as Walt "Clyde" Frazier, Tinker Hatfield, and KD.
Check out a sample video below of how Foot Locker's "Audio Tours" work.