Mid November saw Foot Locker celebrate fanatical sneakerhead passion with the 2018 version of its ‘Week of Greatness’ campaign leveraging the time of the year when a wave of new designs drop.
This year’s initiative sees celebrity sneaker fans join the party alongside the rest of the trainer loving tribes and revolves around a new global sneaker anthem called #BecauseSneakers.
This annual marketing push – the seventh consecutive campaign – marks Foot Locker’s legacy of debuting so many of the most sought after global new sneakers
The #BecauseSneakers initiative, developed in harness with creative agency BBDO New York, aims to speak to and showcase just how a sneakerhead’s every minute and and motivation focuses on their extreme love for sports shoes.
From alarms set to time zones around the world to be first when it comes to the latest limited edition drop, to sniffing box fresh kicks, the campaign’s anthem celebrates their global culture.
The campaign stars an impressive line-up of notable sneaker enthusiasts – including Meek Mill, DJ Khaled and his son Asahd, Paul George, Ben Simmons, JR Smith, J. Balvin, Bad Bunny, Don C, Nigel Sylvester, Haha Davis, Ronnie 2K and Juice WRLD.
Other creative and content pieces feature further famous sneakerheads such as Qias Omar (US), Ray Polanco, Jr. (US), Kai Bent-Lee (Canada), Anna Bediones (Canada), Federico Schwartz (Italy) and Jeanne Santoli (France).
The campaign was initially teased with a series of 60-second player-specific spots led by the likes of JR Smith
and HaHa Davis
before the ;launch of the central, hero commercial.
The core creative idea is a simple Why? Because!
Why do sneakerheads get up at 3 am for a drop in a different timezone?
The videos were supported by social content linked by the #BecauseSneakers hashtag.
“It’s the most wonderful time of the year!”#WeekofGreatness #BecauseSneakers
What release are you looking forward to the most?@kidsfootlocker #GradeSchool #MaxandMaya
@sneadsbyree pic.twitter.com/Ty1y10HsH0
— Foot Locker (@footlocker) November 17, 2018
The BBDO New York team was led by global CCO David Lubars, NY CCO Greg Hahn, ECD Dan Lucey, creative directors Marcus Johnston and Jim Connolly, art director Ryan Harper, copywriter Min-Woo Park, design director Dennis Payongayong and designer Brandon Galosi.
Motion graphics design was handled by Chris D’Andrea, the director of integrated production was David Rolfe, the executive producers were Melissa Tifrere and Anthony Curtis, the senior project manager was Amy Orgel, the director of business affairs was Bernadette Naughten, the production services director was Jessica Nugent, the business affairs manager was Heather Weissman and the SVP Director Janelle Van Wonderen.
The accounts team included Laura McWhorter, Sam Henderson, Raymond Dorcely, Mackenzie Alderman, the planning director was Steve Panawek and the strategy director was Patrick Tomasiewicz.
The production company was Biscuit Filmworks, the director was Matt Devine, the executive producer was Holly Vega, the producer Robert Mooring, the director of photography Issac Bauman, the production designer Alexis Ross, the stylistwas Astrid Gallegos and the assistant stylist was Elizabeth Birkenbuel.
Music and sound was handled by Mr Pape, the music supervisor was John Connon, the sound designer Tom Joyce, the editorial company was Cartel and post production was handled by Bindy St Leger.
Comment:
This Foot Locker annual initiative seems to understand that sneakerheads – extreme trainer aficionados and sports shoe consumer collectors – are so committed to their cause that it is as if they have an addiction.
And the shoe retailer’s latest sneaker week work truly understands their passion: one which is a cultural phenomena rather than a sporting one.
Thus the campaign blends the worlds of music and celebrity, with fashion and sports fandom and showcases different backgrounds, lifestyles, countries and languages of those who love to fill their wardrobes and closets with trainers.
Each to their own passion!
Links:
Foot Locker
BBDO New York
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