The Hunt

Foot Locker is always looking for new ways to innovate and improve the shopping experience for its customers. As a result, the brand tasked Firstborn to integrate a new augmented reality feature into their existing mobile app—allowing them to offer customers exclusive content and experiences timed to limited-release product drops.

The inaugural experience came in the form of an AR scavenger hunt coined “The Hunt,” timed with one of the most anticipated shoe drops of the year—the new LeBron 16 King “Court Purple” sneaker launch. To celebrate LeBron’s regular season debut as a Laker, we offered sneaker-obsessed consumers in L.A. a chance to be one of the first to buy a pair. But instead of camping out in line for their kicks, fans were invited to engage in “The Hunt,” using their newly updated Foot Locker app to unlock geo-targeted AR clues throughout the city, eventually leading them to the coveted limited-edition LeBrons.

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