Dive Brief:

• Foot Locker released a new campaign, "Before and After the Bite," which includes partnerships with artists and musicians to tell the story of two new Nike Air Max Plus sneakers, a news release announced. The theme of the campaign is built around the hunger for recognition that up-and-coming artists have and the ongoing desire to hustle once they've had their first "bite" at success. 
• Foot Locker enlisted art community figures 13th Witness, Madsteez and Baron Von Fancy to curate art submissions inspired by Nike Air Max Plus from up-and-coming artists. The artwork will be displayed at a Foot Locker Before and After the Bite Gallery in New York City's SoHo neighborhood beginning April 18. The selected artists' work will also be displayed online. Foot Locker is also partnering with rapper LGP-Qua on a music video for his new track "Hungry" featuring the musician's take on his road to success. 
• The exclusive Nike Air Max Plus sneakers will be available in new colors, with Before the Bite in gray and white and After the Bite in red and white. They will be available in stores and online. Fans can follow along on social media @footlocker and join the conversation using the hashtags #BeforeTheBite, #AfterTheBite and #BeforeAfterGallery.

Dive Insight:

As consumers increasingly desire personalized experiences, marketers that give them the VIP treatment with exclusive products, experiences and content have a better chance of grabbing their attention. Millennial and Gen Z consumers, most likely the target for "Before and After the Bite," report regular feelings of FOMO, or fear of missing out. Creating relevant, shareable experiences is vital for brands aiming to reach this group.

Foot Locker and Nike have previously partnered on exclusive products and experiences for sneaker fans, and the new Before and After the Bite campaign continues that collaboration with a multichannel approach. In November, the brands launched a pop-up "Sneakeasy" in New York City that featured curated Nike and Jordan products and services, as well as several exclusive events. For NBA AllStar Weekend, Foot Locker, Nike and Jordan Brand celebrated the 10th anniversary of House of Hoops, the brands' basketball-focused retail concept, with limited-edition products, OOH activations and an exclusive Instagram account @HouseOfHoops.

Highlighting the work of up-and-coming artists through a gallery activation and music video are tactics that more brands are embracing. Mastercard did something similar with its Grammy-focused campaign #StartSomethingPriceless, which featured aspiring musicians, along with Grammy nominee SZA.