TV ad: Foot Locker: Art Prize Case Study

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It trumped Australia's most prestigious art prize by one dollar, turned the art world on its head and put Foot Locker at the heart of sneaker culture.

It was all to prove Foot Locker's passion for sneakers. With a top prize of $50,001 and a finalist exhibition in the home of the prestigious Archibald Prize, Foot Locker elevated sneaker art to fine art and gave people a new platform for self-expression. It was the most exciting collaboration in Australasia's sneaker history with templates to 'colour-in' from Nike, adidas, Converse and Puma. This resulted in 6,177 individual artworks.

Though The Art Prize was open only to residents of Australia and New Zealand, it has attracted world-wide attention with the online gallery receiving an average of 47 pages viewed per site visit. As well, Foot Locker stores were converted into mini galleries to showcase the finalists. The winner was a 24-year-old who spent 420 hours creating an acrylic on wood called 'Forbidden Fruit'. As well as the $50,001 cheque, he also took home a one-off pair of Air Force 1 sneakers (based on his artwork) now archived on Sneakerpedia.