Foot Locker: The Letter by BBDO New York

Date: Jun 2019
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Sneaker fans will go to extremes to get the shoes they covet, and a new spot by Foot Locker shows how one fan dupes three prominent sneakerheads into sending him new Nike Air Max shoes.

Just in time for the NBA Draft, Foot Locker has released ‘The Letter,’ a TV and digital spot that finds three sneakerhead celebrities getting what they think is a heartfelt fan letter. In the ad, Houston Rockets forward, PJ Tucker, singer and model Pia Mia and actor JD McCrary star in the spot alongside a plethora of Nike Air Max silhouettes, ranging from the Air Max 95 to Air Max Plus as they fulfill what they believe to be a super-fan’s dreams.

The letter they all are reading aloud states that the writer is a huge fan who has recently broken his leg, and he only has one request: to meet them in person. But if that can’t happen, he will settle for a pair of Air Max kicks.

Cut to the kid at home, surrounded by shoe boxes, muttering, “I can’t believe this is still working.”


Agency: BBDO New York

Client: Foot Locker

Chief Creative Officer, Worldwide: David Lubars

Chief Creative Officer, New York: Greg Hahn

Executive Creative Director: Marcos Kotlhar

Executive Creative Director: Danilo Boer

Creative Director: Ray Smiling

Associate Creative Director: Martins Zelcs

Associate Creative Director: Bryan Stokely

Copywriter: James Henderson

Director of Integrated Production: David Rolfe

Group Executive Producer: Anthony Curti

Executive Producer: Melissa Tifrere

Senior Account Director: Janelle Van Wonderen

Account Manager: Raymond Dorcely

Account Executive: Jackie Silver

Planning Director: Chris Cummings

Planning Director: Patrick Tomasiewicz

Senior Project Manager: Amy Orgel

Director of Creative Resources: Lauren Callaghan

Production Company: The Corner Shop

Director: Malik Vitthal

Line Producer: Jay Shapiro

Executive Producer: Anna Hashmi

DP: Isaiah Donte Leee

Editorial: Work Editorial

Editor: Ben Jordan

Assitant Editor: Audrey Weiner

Executive Producer: Erica Thompson

Producer: Weston Ver Steeg

Finishing / VFX: Blacksmith

Flame: Jamie Scott

Assitant Yebin Ahn

Colorist: Mikey Pehanich

Producer: Ashley Goodwin

Executive Producer: Charlotte Arnold

Music JSM

Executive Producer Jeff Fiorello

President/CEO Joel Simon

Audio Post by Sonic Union

Post Producer: Justine Cortale and Patrick Sullivan

Engineer : Mike Marinelli

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