Foot Locker - Name Your 5
Brand activation

Ever since Foot Locker opened their first store in the late 70’s the brand has become intertwined with sneaker culture. To celebrate their 45th anniversary Foot Locker partnered with VIRTUE to reach sneakerfans all over the globe.

We commissioned 17 cultural shapers across Europe to create their own video, naming their top 5 sneakers of all time. Their videos were pushed through social media and called upon all sneaker fans across the world to post their own top five sneakers and ignite a worldwide conversation celebrating the greatest sneakers of all times using #NameYour5.

As result the campaign reached more than 40 million people across Europe and beyond with a  total of 164.000 engagements.

Role: Creative direction

Client: Foot Locker
Agency: VIRTUE Amsterdam
Managing Director: Perre van den Brink
Executive Creative Director: Pascal Rotteveel
Creatives: Valentino Marazziti, Jasper Vierboom
Strategy Director: Munise Can
Strategist: David Kellas
Account Director: Gemma Trounce
Account Manager: Sabine van Kranen
Project Manager: Julie Cousty


March 2018 marked the launch of adidas Originals DEERUPT at Foot Locker stores across Europe and online. JAMJAM teamed up with the brand to bring the experience to life, both on- and offline. The launch kicked off with a 4 day event in Milan, Italy, where influencers and consumers were invited to Enter the Grid.

At the launch, invitees received a coded wristband to unlock a map with a secret location, leading them to a party with local artists. Aside from partying, guests also had a chance to win a pair of trainers and interact with a hologram version of themselves and the product — resulting in lots of organically-created social media content.

Role: Motion Design Direction

Client: adidas Originals
Agency: JAMJAM
Production Company: Your Majesty


Selected Works

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