Sneaker culture is street wise and smart and this concept needed to speak to sneaker freaks obsessed with 'exclusives'. Foot Locker needed a less commercial communication platform in Europe to promote the exclusive trainers they had each season. This 'tool' needed to be relevant in-store and outside, where it could be used in varying communications to stand out from the competition. Fans who understood the sneaker culture would understand a code language and so Locker 35 was born for instore and just 35 for outside. Decide yourself why 35!
Client/Employer: Johnson & Wolverton