Foot Locker, the world’s largest sports retailer, has hired
Exposure as its first UK agency to help raise the brand’s profile.
Work started last week on the trade and consumer account, which was won
without a pitch. PR was previously handled in-house.
The US firm has more than 2,500 stores worldwide, with 30 outlets in the
UK, selling footwear and clothing. It plans to expand significantly over
the next 12 months.
Foot Locker has hired Exposure to launch the company’s PR in the UK on
an account which could be extended across Europe.
Despite having a strong fashion status, Foot Locker is still relatively
unknown in the UK and has no presence in London’s Oxford Street, unlike
many sports retailers.
The campaign will be driven by exclusive product launches, where partner
sportswear and apparel manufacturing firms, such as Nike and Converse,
release new products through Foot Locker.
According to the company, 70 per cent of the products it sells are
exclusive to the store.
Other PR opportunities will include new store openings, including a
flagship store in Glasgow later this year and one in London in 2000,
plus sponsored events.
Exposure joint managing director Raoul Shah said the agency had been
hired to promote the brand’s US heritage and authenticity.
Shah will target sport, style and fashion magazines, as well as the
trade press and national newspapers.