Sneakerheads Hunt Instead of Queue for Kicks in Fun Foot Locker Campaign

This past weekend Foot Locker announced an update to its iOS mobile app that integrates augmented reality to offer customers exclusive content and experiences timed to limited-release product drops. 

The inaugural experience came in the form of an AR scavenger hunt called 'The Hunt', timed with LeBron James’ regular season debut as a Laker, and with one of the most anticipated shoe drops of the year — the new LeBron 16 King 'Court Purple' sneaker launch. Foot Locker offered sneaker-obsessed consumers in L.A. a chance to be one of the first to buy a pair, but instead of camping out in line for their kicks, fans were invited to engage in 'The Hunt', using their newly updated app to unlock geo-targeted AR clues throughout the city, eventually leading them to the coveted limited-edition Lebron’s. The shoe sold out in less than two hours.

The Foot Locker mobile app AR integration and 'The Hunt' launch experience were both created in partnership with NYC-based design and innovation agency Firstborn.

“Foot Locker has always looked for new ways to elevate the shopping experience for our customers. It was a natural evolution to embrace AR, taking our scavenger hunts to the next level,” said Frank Bracken, VP and GM of Foot Locker, US “There was no better place to launch this exciting technology than in Los Angeles with this special edition of the LeBron 16.”

In addition, this past weekend, Foot Locker partnered with Nike to introduce a new type of mobile pop-up shop that will appear around the country during key basketball moments. The HOUSE OF HOOPS Courtside experience serves athletes and fans by offering exclusive footwear launches and a unique 'makers' experience along with a full complement of product from NIKE, Jordan and Converse. The HOH Courtside model will also come to life in HOUSE OF HOOPS’ 185 physical retail locations. Firstborn wasn't involved in this activity.