We were tasked with sourcing and aligning Foot Locker’s first direct female ambassador and influencer. The candidate had to be able to engage with Foot Locker’s Pan-European millennial audience.
After research and evaluation Dua Lipa was highlighted as the best alignment for the campaign. As a fashion and music icon in her own right, the deal aligned perfectly with Foot Locker’s cultural interests. Furthermore, Dua’s Pan-European appeal, young millennial audience and combined social reach of 2.24 million followers exceeded all the criteria. We struck a deal at just the right time. 2017 has been a phenomenal year for Dua – going from a few EP releases, pre-negotiation, to her critically acclaimed debut album, post-deal. Together this proved to be a financially savvy and culturally switched on agreement.
As a fashion and music icon in her own right, the deal aligned perfectly with Foot Locker’s cultural interests.