Sheck Wes & Friends x Footaction

Footaction needed a new approach for a fully integrated back-to-school campaign that would launch nationally but still have a local vibe. We needed to drive brand awareness & engagement by developing breakthrough PR, digital content, and activations that elevate Footaction’s credibility as a style resource for Black youth. And we only had a short 6 weeks to pull it all together.

We drove Footaction’s campaign strategy that combined rising cultural influencers with the latest back-to-school fashions. Called “No One Way”, the campaign featured both a national release as well as local partnerships with the influencers for an approach that was scalable and differentiated. We provided a robust digital strategy and extensive content to express a refreshed brand ethos - tied to localized product stories and a model for the brand to participate in youth culture.

Our launch event featured 16 journalists, 4 regional Creative Directors, DJ Enuff, and social content to support organic and paid initiatives. We also produced an in-store performance by Sheck Wes featuring his hit single “Mo Bamba” and even coordinated a local give-back moment in Harlem featuring both Sheck and Mo Bamba. We also created website creative and landing pages, IG ads and stories, store collateral, t-shirt designs, local store events, and physical printed ‘lookbooks’. In the end, we secured 31.6MM organic impressions, 150+ engagements, 300 earned placements, and 63.6MM earned media impressions.