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Foot Locker - Dua Lipa

A commanding cultural and fashion icon


Challenge

We were tasked with sourcing and aligning Foot Locker’s first direct female ambassador and influencer. The candidate had to be able to engage with Foot Locker’s Pan-European millennial audience.

How We Pressed Play

After research and evaluation Dua Lipa was highlighted as the best alignment for the campaign. As a fashion and music icon in her own right, the deal aligned perfectly with Foot Locker’s cultural interests. Furthermore, Dua’s Pan-European appeal, young millennial audience and combined social reach of 2.24 million followers exceeded all the criteria. We struck a deal at just the right time. 2017 has been a phenomenal year for Dua – going from a few EP releases, pre-negotiation, to her critically acclaimed debut album, post-deal. Together this proved to be a financially savvy and culturally switched on agreement.

  • 2 photoshoots for summer and winter seasonal collections
  • 6 date mini-tour sponsorship; Manchester, London, Berlin, Cologne, Utretch and Milan.
  • A “fly and win” ticket competition for fans
  • 1 in-store visit
  • Video and social content launched across Dua Lipa’s social channels

Results

  • Delivered over 4M impressions
  • Reached over 2.95M people
  • Received over 488K engagements
  • Amassed over 477K likes

As a fashion and music icon in her own right, the deal aligned perfectly with Foot Locker’s cultural interests.

Results

A commanding cultural and fashion icon

4M social impressions
2.95M people reached
448K engagements