Foot Locker at Sneakerness

The Sneaker Convention


The Brief

Footwear retailer Foot Locker, called upon Event Concept and sports marketing agency Octagon, to create an innovative product showcase at the sneaker convention, Sneakerness.

Held at Printworks in southeast London, the pop-up needed to engage consumers through an interactive display that was in line with the brand's key tone as an approved fashion partner of Sneakerness.




The Delivery

Taking inspiration from artist and designer Josh Vides, Event Concept created a white laminate installation, finished with accents of black edging to show off unique Lego sneaker designs with an ultra premium and contemporary edge.

Lego tiles, which sat within Perspex display cases, provided pops of primary colour and a great ‘Instagrammable’ moment.


The Inside Story

Around 5,000 sneaker lovers attended the event, which has been running for ten years across Switzerland, and a host of European cities including Amsterdam, Zurich and Cologne.

With an avid and keen audience of buyers and sellers, the event sees the most high-profile collaborations take place, including big names such as Kanye West, Virgil Abloh and Kim Jones.


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