Foot Locker Europe rolls out the second wave of work in its new ‘Shoes Don’t Change The World. You Do’ brand platform which is fronted by leading changemakers across the continent championing individuality and a more progressive future for their communities and for society.
The campaign encourages the younger generation to embrace and accept themselves and this second phase of work focuses on building the self-confidence to overcome any back to school anxiety.
The second installment sees the sports shoe retail giant partner up with young UK talent in Abisha and Jordan Charles for another spot celebrating being yourself.
Abisha and Jordan Charles (and seven-year-old Elijah Enwerem) front films that aim to help Gen Z find confidence in themselves to overcome challenges in relation to the school environment. Each film celebrates their unique stories and are all linked through the common storyline of ‘the need to be seen and be yourself’.
London-based and Devon-raised queer singer-songwriter Abisha is passionate in her mission of inspiring her audience to embrace their differences fiercely and boldly, while model and presenter Jordan uses his voice to celebrate albinism and raise awareness of the importance of better representation.
Created by agency AnalogFolk and directed by Darkroom’s Salim Adamm the film launched on 20 August across Foot Locker’s social and digital platforms and in select stores.
The spot coincides with the launch of a new Foot Locker collection (featuring exclusive executions of favourites such as Nike Air Force 1, adidas Superstar, and TN 1) online and in-store aimed at ensuring youngsters are fit for the future and ready to face the new school year ahead.
To reinforce the representation that they are fighting for, Foot Locker partnered with TONL to contribute special stock photography to their existing collection to continue their mutual efforts. TONL is an organisation with the goal of transforming stock photography by displaying images of diverse people and telling their stories from around the world.
“This campaign is an extension of our ‘Shoes Don’t Change the World. You Do’ platform – which is our commitment to enabling long-term change for today’s youth,” said Foot Locker Europe Marketing VP Carmen Seman. “The talent we have chosen to front the Back to School campaign are real changemakers, and it is amazing to see the actions that they are taking in voicing challenges within their respective communities. As a brand, we’re committed to being an ally for the youth, helping them to drive the necessary changes to make the world a better place, and allowing them to use our platform to fight for the things that matter most.”
AnalogFolk Executive Creative Director Carren O’Keefe added: “When we don’t see others like ourselves, we wonder what’s wrong with us. When in reality, our difference is our power. That’s why we felt it was so important to not only tell Abisha and Jordan’s stories, but also partner with Foot Locker and TONL to help amplify their representation as far and wide as possible. ”
Comment:
‘Shoes Don’t Change the World. You Do’ seeks to celebrate and support today’s youth who are striving to make the world a better place. It is a brand platform which acknowledges the need for change whilst demonstrating loyalty to its audience.
It sees the brand team up with young, influential talent who are using their voices and skills to effect change and reshape the future for the better.
The campaign originally launched in late July 2020 (see case study).
Links:
Foot Locker Europe
AnalogFolk
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