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A love affair with sneakers

Footlocker’s new site, Sneakerpedia, creates a community for users to share all on their favourite sports footwear.

US sports footwear giant Footlocker has launched its latest online innovation in the form of Sneakerpedia.

Sneakerpedia is a community-based site that allows users to upload images of their favourite trainers and sports footwear. Users can click on an image to find information on the product.

Product pages on the site show the footwear brand as well as the colour, material and year the shoe was bought by the consumer. There is also the option for the owner of the shoe to add Personal Sneaker Stories, although this option has been used very little so far.

Users can click to ‘Own’ the same shoe as others and there is also an option to ‘Love’ it. The most owned shoe has 209 owners and, as the site only officially launched recently (it was previously at beta stage), this shows just how popular the concept could be. There is a Related Sneakers section on the right-hand side that keeps users moving around the site viewing more pages.

The site’s design is simple and the home page is just a grid of images. The Browse section filters the images by brand, type, material and colour and a function to search by People (ie, users of the site) brings the community element of the site alive.

Profile pages show which shoes each member Owns or Loves, as well as some basic information about that individual.

The site is simple but appeals to a large niche audience of trainer fans.

It works perfectly at bringing a community together and because the site showcases previous styles rather than new launches, it has a nostalgia element that will keep users coming back to see what’s been added.

The Footlocker name has very little presence on the site; however, it is sure to gain publicity from it and be introduced to a new audience perfectly fitting to the retailer. The only thing missing from the site is the transactional element, which would show users where to buy the footwear they love.

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