September 1, 2009, 12:00 AM

Foot Locker eyes advertising and e-commerce opportunity in online video

Foot Locker this fall will roll out a new microsite that will feature commerce-enabled product videos, product news and reviews, advice segments, and related entertainment and news content. The video initiative will go live ahead of the holidays.

Katie Evans

Managing Editor, International Research

It will soon be lights, camera, action, in addition to e-commerce at FootLocker.com.

The multichannel sports shoes and apparel retailer this fall will roll out FootLockerOnlineTV.com, a new microsite that will feature commerce-enabled product videos, product news and reviews, advice segments, and related entertainment and news content.

The new video initiative for Foot Locker, No. 53 in the Internet Retailer Top 500 Guide, will debut in the fourth quarter in time for the holiday shopping season, the retailer says. “We look forward to providing our web visitors with an even more vibrant and engaging online experience through on-demand delivery of high-impact, professionally produced video programming that is both informative and entertaining,” says Foot Locker director of partner marketing Bob Stephan.

Foot Locker will use a video publishing and content management system from Gen2Media Corp. to power FootLockerOnlineTV.com. “The initiative will use video as an e-commerce, educational and entertainment tool,” says Mary Spio, president of Gen2Media, which has produced web-based videos for celebrities such as Mary J. Blige, Justin Timberlake and Britney Spears, and for companies such as Microsoft Corp., TiVo Inc., Clear Channel Communications Inc., Emmis Communications Corp., Regent Communications Inc. and Salem Communications Corp.

FootLockerOnlineTV.com will also feature digital advertising from athletic shoemakers and other sponsors. “We expect that the diverse and flexible ad serving opportunities will also be an exciting opportunity for potential advertisers who may be interested in messaging our large and loyal following of athletic footwear and apparel enthusiasts,” says Stephan.

FootLockerOnlineTV.com will be hosted and archived on FootLocker.com, but eventually the video network also will be offered on the retailer’s other e-commerce sites, including Eastbay.com, LadyFootLocker.com, KidsFootLocker.com and ChampsSports.com.

“FootLockerOnlineTV will showcase custom video programming and digital advertising specially created to appeal to millions of visitors that collectively frequent Foot Locker’s web properties each month,” the retailer says.

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