SapientNitro took home another top accolade last week, earning a Gold Cyber Lions award for Sneakerpedia, a sneaker community powered by Foot Locker, at the Cannes Lions 58th International Festival of Creativity. took the gold award in the “Clothing, Footwear & Accessories” category for websites and microsites. The Cannes Festival of Creativity is the most prestigious international advertising and creativity showcase, drawing more than 24,000 entries from all over the world.

Malcolm Poynton, chief creative officer for Europe at SapientNitro and creative lead on the project, commented, “Sneakerpedia provides a unique online community to connect Foot Locker’s enthusiasm ‘beyond reason’ for sneakers and the culture around them. As the world’s largest sneaker archiving project and first-ever visual wiki, this project takes user-generated content to another level and was an ambitious and forward-thing endeavour for Foot Locker to undertake. We’re quite proud to be recognized for this impressive achievement.”

As a community space, Sneakerpedia allows fans to connect, share, discuss, follow and help shape future sneaker trends. Its unique content format provides an unrivalled user experience in the world of user-generated content. In the beta alone prior to its global launch in May 2011, Sneakerpedia reached more than 6.7 million fans online and delivered more than $1 million worth of free media exposure.

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In addition to earning the Gold Cyber Lions Award for Sneakerpedia, SapientNitro was shortlisted for three awards:
• Cyber – Websites & Microsites, Viral Marketing category: Sneakerpedia
• Design – Environmental Design, Point of Sale category: Foot Locker NA “Class is in Session”
• Design – Environmental Design, Point of Sale category: Foot Locker UK 'Ducked' Magazines x3

View all the winners and the nominees of Cannes Lions Awards here:

About the Festival
The Cannes Lions International Festival of Creativity is the world's biggest celebration of creativity in communications. As the most prestigious international advertising awards, more than 24,000 entries from all over the world are showcased and judged at the Festival. Winners receive the highly coveted Lion trophy, presented at four award ceremonies throughout the week.

About SapientNitro
SapientNitroSM, part of Sapient®, is an integrated marketing and technology services firm. We create and engineer highly relevant experiences that accelerate business growth and fuel brand advocacy for our clients. By combining multi-channel marketing, multi-channel commerce and the technology that binds them, we influence customer behaviour across the spectrum of content, communication and commerce channels, resulting in deeper, more meaningful relationships between customers and brands. SapientNitro services global leaders such as Citi, The Coca-Cola Company, Mars, Singapore Airlines, Target and Vodafone through our operations in North America, Europe and Asia-Pacific. For more information, visit or follow us on Twitter @sapientnitro.

Gaynor Armit, SapientNitro
+44 (0) 20 7953 3579,

Jane Austin, Persuasion Communications
+44 (0) 203 058 1088, +44 (0) 7989 953938,

Published on: 3:50PM on 27th June 2011