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Harrods moves from stilettos to sneakers in new gaming launch

Harrods

Harrods has returned to the world of gaming with the launch of a new challenge called Sneaker Wars featured in the September issue of its magazine, within its app.

Following hot on the heels (ho ho!) of Stiletto Wars launched in 2014, the game is a Candy Crush-style format, with players aiming to score as many points as possible in three minutes by aligning three or more pairs of the designer sneakers included.

A £250 prize will be awarded each week to the highest scorer, with the overall winner at the end of the tournament receiving a £1,000 Harrods gift card.

For Harrods of course, the game is a ripe opportunity to acquire new customers through downloads of its app. According to the write-up, the game will enable an “additional level of immersive magic”, engaging new audiences and expanding international reach. Stiletto Wars did much the same when it launched in September 2014, generating nearly half a million gameplays and 36,000 app downloads since.

Sneaker Wars ties neatly to the evolving favour of sneakers over heels in today’s fashion trends. It launches as part of the luxury department store’s Catch Me If You Can campaign, which celebrates the first anniversary of Harrods Shoe Heaven, a dedicated shoe-shopping destination on its fifth floor.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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