Trainer tours

US – Foot Locker has launched an audio guide that augments the in-store shopping experience.

• The initiative is being introduced in more than 300 of the brand’s stores
• Nike, adidas, Puma and Timberland have all signed up to the scheme

The new initiative enables consumers to access bespoke audio content as they shop. Each of the stores has been remodelled to resemble a gallery space, with selected trainers placed either on the wall or in glass display cases as though they were works of art.

Each shoe will be accompanied by a code, which once entered into the user’s phone, will enable him or her to access one of the stories recorded by sports and footwear stars such as Kevin Durant.

The concept is aimed at young men aged between 16 and 24, according to Dan Lucey, executive creative director at creative agency BBDO. ‘[Guys] who are always on their smartphones, always have headphones on their ears or around their neck, and have an appetite for knowledge about the kicks they buy,’ Lucey told AdWeek.