Foot Locker — Step to the Stage
Three years with UMA made Foot Locker part of the conversation, not adjacent to it. The conversion and app numbers were the strongest of any of our culture partnerships.
— Foot Locker
Foot Locker wanted to deepen its credibility with sneakerheads and urban music fans against aggressive competition from direct-to-consumer brands.
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Step to the Stage
Partnership Objective
Own the cultural intersection of sneakers and urban music and drive measurable footfall and app engagement across three consecutive editions.
UMA Strategy
UMA created 'Step to the Stage' as a flagship sponsored category across three years, weaving Foot Locker into the ceremony, the nominee journey and a year-round retail activation.
Activation
Sponsored 'Best New Artist' category for three consecutive editions; Foot Locker Sneaker Wall on the red carpet showcasing 60 exclusive drops; gifting lounge fitting every nominee with a fresh pair; in-store UMA nominee windows across 120 Foot Locker doors; app-exclusive UMA voting mechanic with reward drops.
Audience Reached
Three-year cumulative reach across UK and USA broadcast, livestream, in-store and social audiences.
Media Coverage
Coverage across Complex, The Sole Supplier, Hypebeast, GRM Daily and national press, with Sneaker Wall content trending on social each year.
Campaign Outcomes
6.8 million audience reached over the three-year partnership; 24% sales conversion lift on featured product lines during campaign windows; 45,000 new Foot Locker app downloads attributed to the UMA voting mechanic; 1.1 million social engagements on the Sneaker Wall content.