Greenhouse
Although Foot Locker is one of the most recognized names in the sneaker business, it was becoming equated with the mainstream, a late adopter of trends, and “the place at the mall.” It was becoming the foil to the burgeoning, community-centric streetwear scene.
We helped Foot Locker sneak its foot in the door of the new age of streetwear by creating its own pirate operation. Enter: Greenhouse, Foot Locker’s creator-first collaboration arm.
The platform pairs heritage brands from Foot Locker’s existing relationships with emerging, youth-focused brands for limited edition collaborations that are too hyped and niche for general retail doors.
We helped Foot Locker sneak its foot in the door of the new age of streetwear by creating its own pirate operation. Enter: Greenhouse, Foot Locker’s creator-first collaboration arm.
The platform pairs heritage brands from Foot Locker’s existing relationships with emerging, youth-focused brands for limited edition collaborations that are too hyped and niche for general retail doors.
Client: Foot Locker
Agency: Team Epiphany Role: Branding, Copywriting, Creative Strategy, Content Strategy, Social, A Lot
Year: 2019 - 2020
My role consisted of helping develop a tone of voice, writing scripts and helping with interviews, activations, various social rollouts, content strategy, and helping contribute to the wider collaboration strategy (identifying which designers and brands were the best fit for Greenhouse).
Agency: Team Epiphany Role: Branding, Copywriting, Creative Strategy, Content Strategy, Social, A Lot
Year: 2019 - 2020
My role consisted of helping develop a tone of voice, writing scripts and helping with interviews, activations, various social rollouts, content strategy, and helping contribute to the wider collaboration strategy (identifying which designers and brands were the best fit for Greenhouse).
Greenhouse Launch
Instead of crafting an incubator focused solely on collaborations and constant drops, we created a culture hub uncovering the unsung in music, creating awareness for sustainable products, tying the art community to the hype community, and more that was cut or stopped because of the pandemic.
Greenhouse Launch Product
8 different collaborators, 8 products that spoke to the collaborative platform.
Paperboy Paris x New Balance
Paperboy Paris is one part Parisian restaurunt, one part streetwear imprint. Their New Balance collaboration was fully inspired by their menu—a Tuna Tataki Sandwich, a Café au Lait, and a Ginger Lemonade. All content followed suit and we even had a pop-up serving the dishes and drinks in NYC to launch the product.
Kids of Immigrants x Vans
Kids of Immigrants celebrates the working class, wholeheartedly. Their Vans collaboration featured an off-white canvas silhouette inspired by the founder’s father, a longtime construction worker. Each pair was hand-distressed and evolved the typical DIY kits by coming packaged with a brush and sandpaper, allowing for people to customize the shoes as they see fit.
