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The Brief: Develop a business model and sub-brand for Foot Locker to engage with communities across the country.

The Approach: In response, we developed social action platform. A foundation for change. A blueprint for inspiration and creativity, founded on the pillars of providing access, information and inspiration.

The Work: A logo symbolizing an icon of a change, supported by a brand platform rooted in an expressive color story representing the three strategic pillars. To launch the collective, we created a brand film under one inviting, informative and sincere brand voice.

As we rolled the campaign out, our comms strategy united our ambassadors and general audiences to share how they create change together, selecting community leaders across the country to join the collective.