Branded entertainment is still emerging in Australasia, therefore it was a bold move for a retailer to create a brand platform, where artists could express themselves and create content for all sneaker lovers to appreciate and share. As we created our own platform, there were no regulations imposed.

The objective:To prove to sneaker enthusiasts that Foot Locker is as passionate about sneakers as they are.The strategy:The strategy was to take on the establishment and shake up the art world. We controversially trumped Australia’s most prestigious art prize by $1, and offered a life-changing prize that anyone could enter. It was all to prove our love for sneakers.The execution:With a top prize of $50,001 and a finalist exhibition in the home of the prestigious Archibald Prize, we elevated sneaker art to fine art and gave people a new platform for self-expression. It was the most exciting collaboration in Australasia’s sneaker history with templates to ‘colour-in’ from Nike, adidas, Converse and Puma.

The audience was drawn to create the content via PR, minimal traditional advertising and direct outreach to artists, online communities and schools.We created a hook by trumping the region's most prestigious art prize by $1. With $50,001 on offer, it was a considerable prize with credible judges. It was also a 'colouring competition' using sneaker templates, so anyone could enter.This attracted street artists, fine artists, sneaker lovers and school kids who together created the world's largest sneaker art collection with 6,177 pieces. It was viewable online for people to share, comment, and vote in the people's choice award.

The results:-6,177 individual pieces of art created.-Foot Locker stores converted into mini galleries to showcase the finalists.-420 hours spent by the winner on his piece.-A one-off pair of Air Force 1 sneakers (based on the winning artwork) featured on Sneakerpedia.-Average of 56 pages and 4.5 minutes on each site visit.-Facebook fans and Twitter followers doubled.-International PR reach of over 348m people (launched in Australia and New Zealand).Please note: Campaign elements and a selection of the 6,177 artworks can be viewed at http://ourawardentry.com.au/footlocker_artprize/