Foot Locker
Where We Meet
For the 2025 Step Into Gifting holiday campaign, Foot Locker set out to transform seasonal shopping into a moment of community, creativity, and connection. With “The Bench Drop”, a hybrid activation taking place simultaneously in Milan, Paris, and through a fully immersive virtual world, Foot Locker invited fans to gather around its iconic bench, a longstanding symbol of meeting and sharing within sneaker culture.
To bring this vision to life we partnered with Foot Locker to design and deliver a suite of digital experiences that seamlessly bridged the physical event with the virtual universe. Our goal was to enhance the in-person celebrations, extend access to those who could not attend physically, and create interactive touchpoints that felt innovative, intuitive, and undeniably Foot Locker.
services
Extended Reality
timeline
December 2025
location
Paris | Milan | Online
about the project
Share an experience not just a gift.
At the heart of the event was a frictionless, tech-driven gifting moment. Foot Locker Stripers were equipped with scannable QR codes that allowed visitors to instantly unlock a digital gift card.
Through an S—iR built AR experience, guests watched a gift card materialize in augmented reality before being placed directly into their mobile wallet, turning a simple redemption into a memorable interactive moment.
At The Event
The Foot Locker Striper greets the guest.
Using a custom built web application the Striper generates a QR code to activate the AR experience.
The Guest is instantly taken to the web based AR launcher and ‘opens’ their gift.
Once the interaction with the experience is complete the gift card is automatically sent to your devices built in wallet.
A.I. Powered Teasers for social media
Ahead of the event, S—iR designed a series of AI generated animated teaser trailers to build anticipation and extend the campaign’s reach.
These assets combined dynamic storytelling with campaign-inspired visuals, helping Foot Locker engage communities across social channels in a fresh and futuristic way.
Extend Reality with Virtual companion Events
To ensure the campaign was accessible to fans everywhere, we developed a dedicated virtual world, a micro-city inspired by Foot Locker’s bench, the Step Into Gifting aesthetic, and the spirit of community.
Visitors could:
Create personalized avatars
Interact with AI hosts | Explore digital environments echoing the Milan and Paris events | Connect with other attendees | Unlock exclusive rewards, including a 10 percent holiday discount
This virtual space was live from December 5th to 8th, enabling global participation beyond the physical activation.
4
Active Days
1428
Interactions
1010
Connected Users
418
Links Clicked
Where people meet, experiences begin.
Social Media Promotion
To amplify the reach of the activation, the campaign was supported across multiple social media channels, with influencers, featured talent, Foot Locker regional accounts, and partner platforms all sharing content in the lead-up and during the event.
This cross-channel approach helped build momentum, drove awareness across different audience segments, and ensured the animated teasers and event highlights circulated widely. By coordinating posts across Milan, Paris, and global Foot Locker communities, the campaign achieved a stronger presence and reinforced the international scale of the activation.
A shared campaign, one cohesive narrative.
A companion virtual world anchored in human interaction demonstrated how immersive technology, when designed around people, can create engaging experiences and measurable local retail impact, turning street energy into real retail impact. When technology supports people, it becomes a catalyst for meaningful engagement.