{"id":913,"date":"2026-03-23T11:56:22","date_gmt":"2026-03-23T11:56:22","guid":{"rendered":"https:\/\/kryoung.annenbergprhosting.com\/?page_id=913"},"modified":"2026-03-23T12:15:44","modified_gmt":"2026-03-23T12:15:44","slug":"paid","status":"publish","type":"page","link":"https:\/\/kryoung.annenbergprhosting.com\/index.php\/paid\/","title":{"rendered":"Paid"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"913\" class=\"elementor elementor-913\">\n\t\t\t\t<div class=\"elementor-element elementor-element-38c3b0b e-flex e-con-boxed e-con e-parent\" data-id=\"38c3b0b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-85b21de elementor-widget elementor-widget-heading\" data-id=\"85b21de\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Creative Brief<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7589e49 e-flex e-con-boxed e-con e-parent\" data-id=\"7589e49\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4e3b598 elementor-widget elementor-widget-text-editor\" data-id=\"4e3b598\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ol><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Who is the target audience?<\/b><\/li><\/ol><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gen-z event goers\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Age 14-29 years\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Party goers, sneaker heads, sports fans\/enthusiasts<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">This audience are longtime event enthusiasts (ravers, college students, sports fans)<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">audience knows style is just as important as sports, music and culture are intertwined\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">concerned with not only enjoying themselves but exclusivity, postability, holistic fun\/wellness\u00a0<\/span><\/li><\/ul><p><i><span style=\"font-weight: 400;\">Insight:<\/span><\/i><span style=\"font-weight: 400;\"> This audience values exclusivity, social currency, and real-time cultural participation. <\/span> <span style=\"font-weight: 400;\">They are motivated by limited access, shareable moments, and experiences that position them as <\/span> <span style=\"font-weight: 400;\">insiders within sneaker and music culture.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5e6ca53 e-flex e-con-boxed e-con e-parent\" data-id=\"5e6ca53\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-49d273a elementor-widget elementor-widget-text-editor\" data-id=\"49d273a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ol><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Where will this ad appear?\u00a0<\/b><\/li><\/ol><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Campus Flyers\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Socials (IG, TikTok, Twitter)\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Billboards\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Buses, subways, bus shelters\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Event website\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Commercials\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Streaming ads (Netflix, Hulu, Youtube)<\/span><\/li><\/ul><p><i><span style=\"font-weight: 400;\">Insight: <\/span><\/i><span style=\"font-weight: 400;\">These placements are intentionally concentrated in high-traffic, culturally relevant\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">environments (campuses, festivals, transit hubs) where Gen Z gathers, ensuring the activation\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">meets the audience in real-time moments of cultural participation<\/span><i><span style=\"font-weight: 400;\">.<\/span><\/i><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-75cc080 e-flex e-con-boxed e-con e-parent\" data-id=\"75cc080\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-147ec32 elementor-widget elementor-widget-text-editor\" data-id=\"147ec32\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ol><li style=\"font-weight: 400;\" aria-level=\"1\"><b>What is the goal?<\/b> <span style=\"font-weight: 400;\">\u00a0<\/span><\/li><\/ol><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">to have people attend pop-ups\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">buy sneakers, boost sales\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Continue to be consistent with image\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increase brick and mortar experience and consumer participation<\/span><ul><li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Frame in-person shopping as exclusive, exciting and a unique\/tailored experience<\/span><\/li><\/ul><\/li><\/ul><p><i><span style=\"font-weight: 400;\">Insight: <\/span><\/i><span style=\"font-weight: 400;\">The goal is to drive foot traffic to mobile activations, increase limited-release sneaker<\/span><\/p><p><span style=\"font-weight: 400;\">sales, and reposition Foot Locker as a culture-first, experience-driven brand. This will be measured<\/span><\/p><p><span style=\"font-weight: 400;\">through pop-up attendance, sell-through rates of exclusive drops, and social engagement tied to the <\/span><span style=\"font-weight: 400;\">activation.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-186533e e-flex e-con-boxed e-con e-parent\" data-id=\"186533e\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c8db567 elementor-widget elementor-widget-text-editor\" data-id=\"c8db567\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ol><li style=\"font-weight: 400;\" aria-level=\"1\"><b>What is the current perception of the brand vs desired perception of this ad?<\/b><\/li><\/ol><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">current perception<\/span><ul><li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">underperforming in stores\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">merchandising issues\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">might have a looser hold sports and culture\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">mismatched store experience\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">lack of shoes with a dependency on Nike, who lowered outside retailer stock\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">no longer a shoe store staple\u00a0<\/span><\/li><\/ul><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Desired perception<\/span><ul><li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">exclusive merchandiser<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">FootLocker is synonymous with Culture\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">More than a staple, the actual go-to place\u00a0<\/span><ul><li style=\"font-weight: 400;\" aria-level=\"3\"><span style=\"font-weight: 400;\">embedded in consumers story\/life experience \/ culture\u00a0<\/span><\/li><\/ul><\/li><li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">re-invent and pivot phase post acquisition<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">put consumer experience and shopping 1st\u00a0<\/span><\/li><\/ul><\/li><\/ul><p><i><span style=\"font-weight: 400;\">Insight: <\/span><\/i><span style=\"font-weight: 400;\">Shifting from traditional retailer to cultural gatekeeper and experience hub<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-505b622 e-flex e-con-boxed e-con e-parent\" data-id=\"505b622\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c5f3b2b elementor-widget elementor-widget-text-editor\" data-id=\"c5f3b2b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ol><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Why do we need this ad?<\/b><\/li><\/ol><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Awareness for pop-ups\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">reconnect with Gen-z audiences\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">highlight in-store experiences\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">currently trying to expand \u201cfast break initiative\u00a0<\/span><ul><li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">clearer story telling\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">better presentation\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">more focused assessment\u00a0<\/span><\/li><\/ul><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">With acquisition of Footlocker, Dick\u2019s is looking to grow sales as they expand into a global market (with Footlocker)\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Revitalizing Footlocker post acquisition<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">One of the first major campaigns since the acquisition\u00a0<\/span><\/li><\/ul><p><i><span style=\"font-weight: 400;\">Insight: <\/span><\/i><span style=\"font-weight: 400;\">Without a culturally relevant activation, Foot Locker risks further losing Gen Z relevance.\u00a0<\/span><span style=\"font-weight: 400;\">This campaign directly addresses that gap by reintroducing the brand in environments where\u00a0<\/span><span style=\"font-weight: 400;\">culture is actively created.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-92209f7 e-flex e-con-boxed e-con e-parent\" data-id=\"92209f7\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a06b783 elementor-widget elementor-widget-heading\" data-id=\"a06b783\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Advertising Headline\/Tagline<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-91fca49 e-flex e-con-boxed e-con e-parent\" data-id=\"91fca49\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7241755 elementor-widget elementor-widget-text-editor\" data-id=\"7241755\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b><i>The Locker: Don\u2019t Watch Culture, Be It.<\/i><\/b> <span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">This moves with the target audience, centering them in their own narrative. This shows that at \u201cThe Locker\u201d not only through purchasing are you here, but you\u2019re creating a moment and culture. It\u2019s more than being a part of the moment, it frames the consumer as the blueprint for the next big moment in culture. It is additionally driven home, by the locations of the truck. \u201cThe Locker\u201d is meeting our target in their element, becoming more than a prep moment or a quick stop for the event, but being an integral infusion into the day, the event, the moment and the culture driven by the target audience.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The tagline centers the consumer as the driver of culture rather than a passive participant, aligning with Gen Z\u2019s desire for individuality, visibility, and influence. By positioning \u201cThe Locker\u201d as a space where culture is created, the campaign reframes the retail experience as an immersive, identity-driven moment. This language reflects sneaker culture\u2019s emphasis on exclusivity and status, while also encouraging social sharing and real-time engagement at the activation.<\/span><\/p><p><br style=\"font-weight: 400;\" \/><br style=\"font-weight: 400;\" \/><br \/><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4a04df2 e-flex e-con-boxed e-con e-parent\" data-id=\"4a04df2\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7c1d797 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"7c1d797\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/acrobat.adobe.com\/id\/urn:aaid:sc:VA6C2:c252cf8d-d7f0-4ec3-9fc0-e58645dc4b6e\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Download PDF<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Creative Brief Who is the target audience? Gen-z event goers\u00a0 Age 14-29 years\u00a0 Party goers, sneaker heads, sports fans\/enthusiasts This audience are longtime event enthusiasts (ravers, college students, sports fans) audience knows style is just as important as sports, music and culture are intertwined\u00a0 concerned with not only enjoying themselves but exclusivity, postability, holistic fun\/wellness\u00a0 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-913","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Paid - Kyra renee<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kryoung.annenbergprhosting.com\/index.php\/paid\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Paid - Kyra renee\" \/>\n<meta property=\"og:description\" content=\"Creative Brief Who is the target audience? 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