New strategic approach launched in 2017 to create more impact and engagement around the Foot Locker brand in key markets.

The first flagship store launch took place in Prague in June 2017, and hosted a pre-opening party for local media and influencers, bringing core aspects of Foot Lockers DNA to life through key touchpoints: Music, Sneaker Passion, Art & Debate.

Consumers got a first look at the store on opening day, and got access to limited edition tote bags, enjoyed music from well-respected local DJ talent, and could take part in the activation in Wenceslas Square to win free kicks.

The event was supported by an OOH buy on the key metro line into the city centre which featured hot product available on launch day.