Given the challenge to, “champion Foot Locker’s House of Hoops as the home of basketball in Australia”, the project took a natural course towards a mobile retail project. The House of Hoops truck became a transient extension of the brick and mortar stores, and a central, focal point for its community driven activations.
A brand directive was built to identify the truck in the market and keep it honest and genuine to Foot Locker’s heritage. This brand base was coupled with a specific marketing plan for the project as a whole, as well as each individual activation.
The activations culminated around three core pillars, hype, community and being, aiming to authentically associate the Foot Locker and House of Hoops brand with the game of basketball — from grassroots to the professional. Each activation had to fall under the mission statements;
“Create brand moments that resonate with future stars.”
“Lead and serve the future of the game.”
“Show up, connect, engage.”