Foot Locker: advert-body-2 by BBDO New York

Foot Locker has launched a new ad campaign ahead of its sixth annual Week of Greatness, which takes place November 18-26.

The Week of Greatness sneaker release event has come to be associated with both the highly anticipated product, as well as the star-studded commercials that launch it every year. But this year, with all of the recent hardship going on in the world, Foot Locker felt like big name athletes and celebrities had a greater purpose: going out in the world to champion physical acts of greatness for people who truly need it, through the action-oriented platform, #GreatnessDoesGood.

To announce this year’s unique take on the Week of Greatness, Foot Locker released two new films, created by BBDO New York, featuring athlete “look-alikes” who stepped in for the big-name celebs too busy doing good to make it to set.

What follows these launch films in the next couple of days are several acts of greatness performed by professional athletes, hip-hop artists and the sneakerhead community. One of these acts will be led by Carmelo Anthony, who will run a shoe donation by enlisting fellow NBA stars, hip-hop artists and sneakerheads to give up one or several of their prized unworn pairs of sneakers for the people of Puerto Rico. The digital film about Melo’s effort, created by BBDO New York, launches today.

Some of the celebrities taking part include Kyrie Irving, Lil Yachty, Damian Lillard, Paul George, Carlos Correa, Miguel Cotto, Vince Staples, Big Sean, Anthony Davis and Qias Omar. These big names will also call on the sneakerhead community to follow suit and share a video of their donation using #GreatnessDoesGood.

Finally, NBA stars D’Angelo Russell and Jimmy Butler will also be assisting their new communities, literally, by providing a donation to a local charity of their choice for every assist they notch during this year’s Week of Greatness.