Foot Locker
To reach Gen Z during the 2025 peak retail season, Foot Locker partnered with Snapchat to become the first retailer in Australia to activate Promoted Places on Snap Maps – driving 4M in unique reach and 650K map interactions.
- Laura Cobertera, Digital Marketing Director at Foot Locker
During the 2025 peak retail season, Foot Locker needed to reach Gen Z – an audience that's visual, interactive and increasingly hard to reach through traditional formats.
Working with agency partner Mindshare, the brief was straightforward: find formats that feel native to how Gen Z actually uses social platforms, and use them to drive foot traffic to Foot Locker stores across Australia.
Foot Locker and Mindshare partnered with Snapchat to do something no Australian retailer had done before: activate Promoted Places on Snap Maps. By making nearby Foot Locker stores and offers visible as Snapchatters navigated the map, the brand showed up exactly where Gen Z was already spending time – and in a way that felt organic to the platform.
Alongside Promoted Places, Foot Locker also launched its first-ever organic presence on Snapchat, sharing existing brand video content to connect with Gen Z around key brand moments. Together, the two approaches gave the brand both discovery and depth throughout the campaign window, which ran from November 21, 2025 to February 19, 2026.
The campaign reached 4 million Australians and generated 650,000 interactions on Snap Maps. It also delivered a 9% lift in ad recall among female audiences – a priority segment for Foot Locker 1.
By meeting Gen Z in the environments they already navigate daily, Foot Locker turned a format-first experiment into measurable retail impact during its most critical trading period.
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