It’s disappointing when you go to a store in search of a shoe only to find that they are unavailable there, but available at another location. Only a true sneakerhead wants to keep searching. So we wanted to reward those willing to go to another store to get the shoes they want. The sneakerheads had no idea though, that the “other store” was across the Atlantic Ocean.

We selected three Foot Locker locations in Toronto, NYC and London, and set up hidden cameras. Then we filmed unsuspecting sneakerheads come into the store and inquire about shoes. They were told that their requested shoes were not out yet, but were available early at another store. Those who said they were willing to go to the other store to get the shoes were surprised with flights to go pick up their shoes at international Foot Locker stores.

Foot Locker had never undertaken an event of this scale and required the coordination and cooperation of several international Foot Locker locations. Despite differences in time, distance and language, we were able to pull off three simultaneous Pickup Trips across five countries, covering over 13,000 miles all in one day. In the end, we created awareness for international Foot Locker stores everywhere, allowed three lucky sneakerheads to get their hands on some exclusive sneakers and gave them one of the most amazing days of their lives.