As one of the strategic partners in wholesale, the evolution of Nike brand on Footlocker’s e-commerce & digital properties was one of key brand strategy goals. During the period between 2013 – 2016 SO DIGITAL created and implemented numerous digital brand projects on Footlocker.eu that were aimed at elevating Nike and associated brands. Projects ranged from creation and implementation of bespoke interactive animated banners for campaign launch support and Footlocker exclusive releases to major brand flagship stores like Jordan flagship store on Footlocker.eu.
In 2017 around 68% of Footlocker purchases came from Nike. In 2016 Footwear sales accounted for 82% of the revenue, while Apparel accounted for 18%. Given the structure and volume of business, the importance of growing Footlocker e-commerce business with Nike brand being properly and authentically represented was more than evident. First milestone in 4-year evolution of Nike brand on Footlocker’s e-commerce platform was the establishment of dedicated Nike experience. Being accessible directly from the homepage through click of the Nike logo, Nike experience page was envisioned as an authentic commercial sport destination on Footlocker.eu to feature all sport lifestyle products, leading with basketball and running.
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