European culture + retail agency

Amplify + Foot Locker collaborate on a number of European wide activations...


Foot Locker is a brand that is steeped in authenticity and heritage in the sneaker game. The black and white stripes are synonymous with many cultural moments. In this ongoing partnership with Amplify, Foot Locker challenged us to support them in elevating their brand experience moments across events, partnerships, retail and product launches throughout their key European markets.


At its core, Foot Locker is a community of sneaker heads that are excited about the cultural world around them, community is what has driven the brand since its inception.


As we continue to work with Foot Locker, we have ensured that we are shining a light on communities across the board. Whether this be the basketball community, local art communities or underprivileged communities, Foot Locker is able to provide platforms for these communities, and meaningfully engage them.


A Spirit of Collaboration

Our European campaigns and executions have ranged from store launches in Barcelona, exclusive collaborations in Amsterdam, to the creation of customisation stations for long term partners such as Fre Customs.

Whilst varied, what unites all our European activations is that community is at their beating heart, ensuring an authentic narrative not just around sneakers or culture, but also involving the local community. We consistently create campaigns 'with' not just 'for' audiences.

TNO 5th Birthday Amsterdam

To celebrate the iconic TNO collective, Foot Locker and TNO teamed up to create a limited edition striper shirt.

To launch this, we created an in-store experience that brought to life all the key moments that have made TNO the collective they are today.

Using Freddy, their recognisable character, we created an experience that welcomed audiences into store, introduced them to TNO, spoke to their sound system heritage and then displayed the limited edition shirt.

Creating four unique stands, we used QR codes to allow our audience to scan and view content that gave them a deeper understanding of the TNO world.

Barcelona Store Launch

To celebrate the launch of the flagship store in Placa Catalunya, Foot Locker and Amplify created a one of a kind citywide takeover of the city to drive excitement, awareness, and footfall to the new store.

We created standout moments beyond the store to create buzz around Barcelona for the launch of the iconic sneaker retailer’s new flagship store.

Our core insight was that how you capture your sneakers is a big thing, so we asked our creatives to come up with interactive installations that allowed sneakerheads to snap their latest kicks in action, alongside distinct optical illusions created by local design students from Elisava Design School.

We also worked with local graphic artists, design students and a legendary churreria stall. We announced Foot Locker’s presence while celebrating the creative and cultural communities of the Catalan capital, via the lens of sneakers in the city.

Over the course of the four day activation, as well as 400 free churros being handed out, the launch gained posts on Instagram and TikTok. Our creators were able to see how they could explore each activation across the city via a Google map template accessible by QR codes at each location.

Puma x Foot Locker

To bring to life the latest Puma Mirage Sport Remix x DJ Snake at the Champs Elysée Flagship store in Paris, we created an innovative POS installation using the sneakers’ colourway and Instagram AR filter that translated the universe of DJ Snake onto the phone screen, using the language of a digital soundwave to visualise music.

Our POS installation was composed of a coloured perspex portal that worked from both the viewpoint of the window looking into the store, and from the store looking out.

The hero sneaker stood on a clear perspex stand for a simple finish in the centre and lit up by inner LED rings. The blue perspex tones complemented the colours of the Puma Mirage Sport Remix, making the colour accents in the sneaker stand out.

People were invited to enter the universe of DJ Snake by scanning a QR code to unlock and use the AR filter with sound waves reacting to the movement of their face.

Space Jam, A New Legacy

To celebrate the partnership between Foot Locker and Warner Brother for the launch of the Space Jam A New Legacy, we created a UK wide takeover of all stores to celebrate the film.

To shine a light on the basketball community, we created a dunk challenge at the hero Marble Arch store that allowed for consumers to come in and try their hand at a successful dunk. Our audience were then encouraged to share their dunk on socials to be in with a chance to win prizes.

This was supported nationwide with retail and ecom artwork that elevated the partnership and the limited edition merchandise.