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The Drum

Foot Locker: #BecauseSneakers by BBDO New York

Date: Nov 2018
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Sneakerheads – those addicted to new kicks – are an odd bunch, and shoe retailer Foot Locker is celebrating their fanatical passion with its annual ‘Week of Greatness’ campaign. This year, it is bringing celebrity sneaker fans to the party by dropping #BecauseSneakers, a global sneaker anthem, to the week when new designs come to market.

The company is continuing its legacy of debuting a lineup of the most globally sought-after sneakers, apparel and accessories for the iconic campaign’s seventh consecutive year. #BecauseSneakers, by BBDO New York, speaks to how a sneakerhead’s every impulse and motivation revolves around their extreme love for the shoes they wear. From early wake-up calls in different time zones to secure the latest drop to secretly sniffing box-fresh sneakers, this anthem taps into the universal culture and quirks shared by sneakerheads.

Spanning across different backgrounds, lifestyles, countries, languages and personal shoe closets, Foot Locker’s campaign brings together an impressive roster 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. To celebrate this passion and global moment of greatness, Foot Locker’s content also features global sneakerheads, including: Qias Omar (US), Ray Polanco, Jr. (US), Kai Bent-Lee (Canada), Anna Bediones (Canada), Federico Schwartz (Italy) and Jeanne Santoli (France).


Agency: BBDO New York

Chief Creative Officer, Worldwide: David Lubars

Chief Creative Officer, New York: Greg Hahn

Executive Creative Director: Dan Lucey

Creative Director: Marcus Johnston

Creative Director: Jim Connolly

Art Director: Ryan Harper

Copywriter: Min-Woo Park

Design Director: Dennis Payongayong

Designer: Brandon Galosi

Motion Graphics Designer: Chris D’Andrea

Director of Integrated Production: David Rolfe

Executive Producer: Melissa Tifrere

Executive Producer: Anthony Curti

Senior Project Manager: Amy Orgel

Director of Business Affairs: Bernadette Naughten

VP, Production Services Director: Jessica Nugent

Business Affairs Manager: Heather Weissman

SVP, Director: Janelle Van Wonderen

Account Director: Laura McWhorter

Account Manager: Sam Henderson

Account Manager: Raymond Dorcely

Account Executive: Mackenzie Alderman

Planning Director: Steve Panawek

VP, Communications Strategy Director: Patrick Tomasiewicz

Production Company: Biscuit Filmworks

Director: Matt Devine

Executive Producer: Holly Vega

Producer: Robert Mooring

Director of Photography: Issac Bauman

Production Designer: Alexis Ross

Stylist: Astrid Gallegos

Assistant Stylist: Elizabeth Birkenbuel

Music and Sound Company: Mr. Pape

Music Supervisor: John Connon

Sound Designer: Tom Joyce

Editorial Company: Cartel

Editor: Andy McGraw

Assistant Editor: Josh Lee

Producer: Meagan Carroll

EP: Lauren Bleiweiss

Colorist: Tom Poole

Sound Design & Mix: Aaron Reynolds (Wave)

Flame: Danny Morris

Executive Producer: Charlotte Arnold

Post Producer: Bindy St. leger