Footlocker

The HeARt experience

In occasion of the 2024 Olympics, S—iR revolutionized Parisian streets with cutting-edge AR experiences. Partnering with Foot Locker, each activation turned ordinary spaces into dynamic, interactive worlds, setting a bold new benchmark for immersive design and transforming the future of retail and experience.

services
Augmented Reality
timeline
October 2024-February 2025
location
Paris, France

about the project

Foot Locker’s store’s exterior was turned into an interactive AR experience that blurred the line between physical space and digital expression.
Using bold 3D visuals that extended beyond the storefront, we created an immersive layer that animated the spirit of the Games in real-time.

Our mission was to transform Foot Locker’s Paris flagship into more than just a storefront, by creating an immersive AR experience that sparked curiosity, invited interaction, and turned a physical space into a living expression of the brand. We set out to reimagine how a brand can exist in the urban landscape, connecting with people in ways that are bold, memorable, and truly of the moment.

The Challenge

The goal was ambitious. The Heart Experience turned Paris into an interactive playground during the 2024 Olympic Games, with a series of exclusive AR activations created for Foot Locker.

The scene shifts to a brick wall along a cobblestone street, where the same poster and trio appear, seamlessly blending streetwear culture with the city’s vibrant energy.

Streetwear culture and city life pulse together vibrantly.

The bricks transform, painted in Foot Locker’s signature black-and-white stripes, setting the stage for the bold “THE HEART OF SNEAKERS” poster and uniting the story in a striking urban display.

Foot Locker stripes transform bricks; bold story revealed.

A close-up reveals the Nike TN blue and black Nike sneakers worn by the group, spotlighting their design and connecting the footwear to the urban landscape in the background.

Urban energy ignites: iconic sneakers step into focus.

From concept to execution, we crafted a seamless brand journey, inviting users into an unforgettable interactive experience that redefines immersive storytelling and sets a new standard for brand integration.

The Process

A complex project developed for Foot Locker on the occasion of the Paris 2024 Olympic Games. Foot Locker aimed to create a highly immersive digital world to engage its customers. Through a dedicated landing page and an interactive 3D map, users could explore numerous 3D and augmented reality experiences, geolocated and connected to Foot Locker stores across the city. The entire project showcased strong expertise in managing a complex system of digital connections, graphic concepts, and AR experiences.

Foot Locker sign with a butterfly in black-and-white stripes.

Takeaway

This project showed that our experiences aren’t just playful, they’re purposeful. Each activation served as a gateway to exclusive rewards and hidden local gems, transforming Olympic downtime into moments of real connection, discovery, and community.

Awards

The Webbie Awards Nominee, 2025
Augmented Reality, Advertising, Media & PR

Results

Designing for yourself is hard, and designing your own portfolio is even harder. It takes a lot of time and mental effort. When you try to put together your portfolio, it can be really challenging to settle on a design and write the case studies, making the whole process very draining.

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