Manhattan, New York
584
Pieces of Content Created
261s
Avg. Engagement Duration
3
Live Event Days
2
Custom Activations
Overview
The anniversary activation that averaged four minutes of engagement per person.
Foot Locker’s 50th anniversary deserved more than a window display and a social post. The brand wanted to mark the milestone with a genuinely immersive experience at its Manhattan flagship: something that gave VIP guests a personal connection to its basketball heritage and sent them away with content worth sharing.
IUF delivered the end-to-end experiential solution: two custom-built activations covering hardware, gamification logic, content capture, and the branded microsites through which guests accessed their content instantly. The Interactive Photo Station gave every guest a personalised, basketball-themed image via a DSLR booth with virtual background removal. The Creation Station invited guests to design their own sneaker or basketball on a 55″ touchscreen, with the finished result printed as a physical sticker set and saved as a digital asset.
The results speak for themselves: 584 pieces of content and an average engagement of over four minutes per person, at a closed VIP event.
Journey & Experience
Two activations. Each one built to give guests something to take home.
Interactive Photo Station
- Virtual background removal – clean, professional image capture regardless of surroundings
- Basketball-themed branded overlays – celebrating Foot Locker’s heritage and the 50th anniversary
- Instant microsite delivery – content accessible immediately, no app or email required
- Fast throughput – designed to keep flow moving without sacrificing quality
Creation Station
- 55″ primary touchscreen – the main design canvas for colour, pattern, and graphic selection
- 22″ secondary touchscreen – supporting navigation and refinement within the creation flow
- Physical sticker output – each design printed as a branded keepsake on the spot
- Digital asset – design saved and delivered digitally for sharing beyond the event
Technology Architecture
Hardware, gamification logic, content capture, and branded microsites: all built and managed by IUF.
Core Infrastructure
- Branded microsite – instant post-capture content delivery, no app or data form required
- Virtual background removal – real-time processing integrated into the photo booth flow
- Custom gamification logic – powering the Creation Station design flow from template selection to final asset
- Print-on-demand integration – connecting digital design output to physical sticker printing on site
Hardware Ecosystem
- DSLR camera – high-resolution capture for the Interactive Photo Station
- 55″ and 22″ touchscreens – Creation Station design and navigation displays
- Sticker printer – on-site physical output for completed designs
Implementation
Built for a three-day window, with no margin for error at a 50th anniversary VIP event.
Phase 1 – Concept & Build
- Both activations developed and engineered to brief
- Gamification logic, background removal, and print integration built and tested
- Branded microsite built and tested for instant content delivery
Phase 2 – Installation
- Both activations installed and configured at the Manhattan flagship
- Full end-to-end system test completed across capture, processing, delivery, and print
- Activations live and operational for VIP guest arrival
Phase 3 – Live Event
- Both activations running continuously across the three-day weekend
- 584 pieces of content created and delivered via branded microsite
- 261-second average engagement duration recorded across both activations
Outcomes
584 pieces of content in three days
Every photo and every Creation Station design is a branded Foot Locker asset in a guest’s hands, ready to share. 584 pieces across a closed, invitation-only event is a significant volume for a three-day activation.
Four minutes of engagement per person
Four minutes of sustained engagement at a VIP event is exceptional. It reflects activations guests chose to spend time in, not just pass through, experiences that were absorbing, not novelty-quick. Physical sticker sets and digital assets gave guests something to take home and share, extending the anniversary moment well beyond the three days.
One partner, zero integration risk
Hardware, software, gamification logic, content processing, microsite, and print, IUF delivered the complete stack for both activations, from brief to live.
