my role: activation ideas.
PULLING OFF THE MOST TALKED-ABOUT STOP AT SPAIN’S BIGGEST STREETWEAR EVENT
Scrapworld is the hotspot of Spain's urban scene and where all streetwear brands compete for attention. Every edition, the fair has a theme and that year, it was trains.
So how could we make Foot Locker stand out? Passengers, Welcome to The Sneaker Station.
I teamed up with Sabotage Propaganda to build a booth that looked like a train stop. It became the stage for multiple brand activations.
To enter, fans needed a “ticket” — by subscribing to FLX, the brand’s loyalty program. But the real madness started when our “train conductor” showed up with a suitcase full of Adidas gear and one question: What would you do to win the suitcase?
People went all in. Some shaved their heads. Others sprinted half-naked through the venue. Others danced until the crowd chose a winner on Instagram.
The result? Pure UGC, massive engagement, and over 2,000 new FLX sign-ups in just a weekend.
Foot Locker didn’t just show up — it became the brand everyone talked about that weekend.