For the NBA All-Star weekend, Foot Locker continued its creative platform, #BecauseSneakers, by introducing an integrated campaign that celebrates the sneaker community’s passion.
The shoe retailer highlighted a selection of its hottest February drops and sneaker-first mentality with a creative spot that looks at the slam dunk court from a sneakerhead’s vantage point. In the action, while the crowd watched the dunk contest, sneaker designer Jerry Lorenzo and his son, plus NBA player Lance Stephenson, focused on the contestant’s footwear, to the point where the dunking player ceased to exist and all focus was on the shoes.
Andreas Nillsson directed the spot, which features cameos by Lorenzo and Stephenson. It was created by BBDO New York, Foot Locker’s creative agency partner, and aired during the dunk contest.
It obviously caught the eyes of many sneaker fanatics, as The Drum’s readers overwhelmingly voted the campaign the US Creative Work of the Week, even over the mass coverage of Oscars campaigns over the past week.
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