FOOT LOCKER: BECAUSE sneakers
For Foot Locker’s iconic Week of Greatness, we created a tongue-in-cheek anthem spot that celebrates (and lovingly pokes fun at) the passionate, obsessive quirks and culture of sneakerheads. Surprisingly, it was the brand’s first ever sneakerhead-focused commercial.
The campaign is called “Because Sneakers,” a knowing nod at the reason why sneaker obsessives go to the unusual lengths they do.
The spot features a star-studded line up of celebrity sneakerheads, from NBA players like Ben Simmons and Paul George, to music stars like DJ Khaled (and his son Asahd) and Meek Mill, and globally renowned reggaetón artists J Balvin and Bad Bunny. True sneakerheads will also spot a host of cameos from leading sneaker influencers. This spot aired on national TV and was viewed 10+ million time across YouTube and IG.
Art Director: Ryan Harper
To tease the film, Foot Locker released leaked “audition tapes” for the big spot, featuring NBA star JR Smith and comedian HaHa Davis trying out for a part. Spoiler alert: with so many other celebrities vying for a role, they didn’t make the cut.
Major Key Alert: we even got DJ Khaled to do some tantalizing ASMR with freshly unboxed sneakers. Mr. Khaled had no idea what ASMR was, but we had a great time teaching him.
This is the sound of success. His words, not mine.