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Foot Locker, Phat Farm launch mobile campaign

Footlocker Inc.'s Footaction and Phat Farm have partnered for a mobile campaign meant to drive awareness.

This contest gives consumers the opportunity to show off their "Phattest Fashions" for a chance to win one of five prizes from Footaction and Phat Farm valued at $400 each. Tapatap members can take, upload and enter their original photos into the contest using their mobile phone at

"Footaction wanted to drive awareness for the availability of Phat Farm products in Footaction stores," said Jen Herman, vice president of business development and sponsorships for Tapatap, San Mateo, CA. "Footaction and Phat Farm knew that their target demographic is very active on mobile and were looking to do a custom campaign to take advantage of the platform.

"They looked to Tapatap to develop and execute a mobile program that would reach this core demo and engage the audience with the brand in a meaningful way through a custom photo contest," she said.

The primary target demographic of the contest is consumers ages 18-24.

In addition to visiting on their mobile phone, consumers can also enter the "Phat Farm Fashion Search presented by Footaction" contest at

The contest is currently running, and ends on October 17, 2008.

This is Footaction's first foray into mobile. It is asking consumers to "Show Us Your Phattest Look."

For more details and to enter the contest, consumers can visit or on their mobile phone.

Foot Locker is a specialty athletic retailer that operates approximately 3,800 stores in 21 countries in North America, Europe and Australia.

Through its Foot Locker, Footaction, Lady Foot Locker, Kids Foot Locker and Champs Sports retail stores, as well as its direct-to-customer channel at, the company claims to be the leading provider of athletic footwear and apparel.

Phat Fashions LLC, a Kellwood company, delivers a distinct expression of style through its men's, women's and children's lifestyle sportswear, accessories, footwear, home collection and loungewear.

Phat Fashions' portfolio of brands, including Baby Phat, Baby Phat Girlz, Phat Farm, Phat Farm Boys and XV, deliver a message that attempts to transcend stereotypes and ethnic boundaries.

Phat Fashions has 30 domestic and eight international licensees covering 38 different product categories.

There are 13 freestanding Phat flagship stores globally operated under license.

Tapatap is a social mobile gaming company that has both a Web and a mobile site where users can create, enter and play user-generated contests or promotions sponsored by consumer brands.

Tapatap combines pop culture and game show logic to deliver its consumer-oriented mobile entertainment experience.

Tapatap launched in June 2007 and is privately funded by Gabriel Venture Partners.

Tapatap has done sponsorships with a wide range of entertainment, video game and consumer products companies including New Line Cinema, Fox Home Entertainment, Sega, Vivendi Games and Jetset Energy.

"Tapatap has a very active community," Ms. Herman said. "We are promoting the contest on our mobile site, through direct messaging to our members, and through mobile advertising campaigns."